Archive for July 2008

Going to Affiliate Summit in Boston

aff Affiliate Summit is a conference for the marketers in the performance-based advertising industry and typically happens twice or three times a year. Not sure if you remember, but we went out to the first one in Las Vegas in February and had an extremely productive trip. On August 10th, we’re heading up to Boston for the east coast Affiliate Summit. It should be equally as productive and produce several solid networking opportunities and potential business deals. Our main focus for this conference is to recruit affiliate publishers for our network, otherwise known as third party marketers / distribution channels who will promote our merchant offers. These are likely to be only online marketers, but that still includes major loyalty programs, coupon websites and search affiliates, which would make up a sizable chunk of any online ad network. I’ll keep you posted.

OnCard Marketing rebranding as RevTrax

We’ve been discussing changing our corporate name, OnCard Marketing, for a while now. The decision didn’t happen overnight but happened more gradually as our business model moved away from tracking advertising on credit cards. The decision gained speed over the last couple months as I started having more and more conversations with potential customers who were confused that our business didn’t actually have anything to do with credit cards or gift cards. As of July 21st, OnCard Marketing will begin doing business as RevTrax. The corporate and legal name will continue as OnCard Marketing to avoid unnecessary legal fees. The press release for the new name announcement can be found here. As far as the new name goes, RevTrax was born out of our desire to create a simple name that reflected our corporate vision of tracking revenues associated with advertising, while not focusing on a particular type of tracking technology like we did with the OnCard name. Please check out our new corporate website (very similar to the old one) at www.revtrax.com.

Should an ad-net

This is a rather contentious question that people in the online advertising industry ask every once in a while. The issue is quite simple. Ad networks are supposed to be impartial and unbiased and should treat every advertiser and publisher as independent partners. The network is supposed to provide the marketplace / platform / technology to enable publishers to succeed. causeloyalty The problem exists where ad networks own one or more of their publishers, creating a serious conflict of interest between their network and other independent publishers. The only reason why I bring this up is that I was recently having a discussion with a fellow industry associate of mine regarding the recent acquisition by LinkShare (now part of Rakuten) of CauseLoyalty (previously owned by Vesdia Corp.) linkshare I don’t know what you all think about this, but it’s hard to expect publishers on an ad-network to respond favorably to an acquisition by the network of a specific publisher. Why would a network acquire a particular publisher unless they were expecting to give that publisher special treatment to give it the leg-up on other publishers in the network, obviously a situation that would anger any other publisher on the network. Many publishers on the LinkShare network were upset when LinkShare acquired CauseLoyalty because the network’s independence was compromised. So the question is whether any of you think that a network can buy a publisher on their network without disturbing the equilibrium between publishers, advertisers and the network. Thoughts welcome.