Try to Respect Your Channels
With all of the performance based networks, aggregators and agencies out there as well as new ones appearing seemingly almost every day, its difficult to really determine where the backend source of various offers, particularly if they’re non-branded. Our business policy at Guppy, which has worked out well with us thus far, is that when in doubt we always "respect the channel". What this essentially means is that whatever source brings a particular business opportunity FIRST, we will also respect that channel. In fact, we will do this, albeit we may direct relationships with the source advertisers and or affiliate already. We find that by maintaining this policy, not only do we establish good repoire when trying to establish reciprocal relationships, but also substantially precludes any proposed channel conflict compounded by the fact that all of the lines of businesses are kept fair and equitable for everyone. We figure that if a partner of ours worked hard to bring us an opportunity, then they certainly earned the business and hence we should respect it in parallel.
Given that our industry is so integrated – and yes, very tight, compounded b the fact that our primary medium being the Internet, that very often bad news can most often more than good news. Respecting the lines of business on a “first come first serve” basis can potentially preclude any such negative criticism about deal flow circumvention. Secondly, in addition to this, respecting your channel also entails providing being equitable on payouts. To avoid any prospective offer conflicts, we maintain a policy to always standardize our network payouts. Meaning, all network payouts will always be the same to every network partner, and many cases, this pricing is also published. At this point then, we leave it to our network partners to determine the street pricing and we do by no means dictate or mandate street pricing. This policy, then essentially allows for open competition. Certainly there are those more valued publisher partnerships who begin to generate significant volume for you. We find then that in this case, a standardized volume pricing and sliding sale structure both rewards the publisher as well as maintains equity on the open market.
What is everyone’s else’s policies around complying and honoring indirect relationships? Im curious to hear your opinions.
