FAQ Publisher Guide

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'''→ [[FAQ_Publisher_Guide_FR|Go to FR version]]''' [[File:FR-flag.png|link=]]
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'''→
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[[FAQ_Publisher_Guide_FR|Français]]'''
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[[FAQ_Publisher_Interface|Interface]] |
[[FAQ_Publisher_Interface|Interface]] |
[[FAQ_Publisher_Technical|Technical]] |
[[FAQ_Publisher_Technical|Technical]] |
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[[FAQ_Publisher_ShopWindow|ShopWindow]] |
 
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[[FAQ_Publisher_ShopWindowCoding|ShopWindow Coding FAQ]] |
 
[[Wiki:FAQ_Wiki|Wiki FAQ]]
[[Wiki:FAQ_Wiki|Wiki FAQ]]
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<h1>Frequently Asked Questions by Publishers, for Publishers - Admin</h1>
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<h1>Frequently Asked Questions by Publishers - Beginner's Reference Guide</h1>
==What is an Advertiser?==
==What is an Advertiser?==
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An [[Jargon_Buster#Advertiser|advertiser]] (retailer), sometimes referred to as a 'merchant', is an online company which sells its products and/or services through a publisher network. The advertiser will pay either a percentage or set amount of commission once a certain action (in most cases, a sale) has completed.  
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An [[Jargon_Buster#Advertiser|Advertiser]], sometimes referred to as the 'merchant' or 'retailer', is an online company which sells its products and/or services through a Publisher network. The Advertiser will either pay a percentage of the customer's basket value or a fixed amount of commission upon completion of a certain action (in most cases, a sale) to the Publisher.  
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To find out more information on our [[Jargon_Buster#Advertiser|advertiser]] commission rates - please visit [[Advertiser Directory]] in the interface.
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To find out more information on our [[Jargon_Buster#Advertiser|Advertiser]] commission rates you can check the [[Advertiser Directory]] in the interface.
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If you are not signed up to the Awin network, a full listing of our advertisers by category is available in our advertiser directory at http://www.awin.com/merchant_directory.php
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==What is a Publisher?==
==What is a Publisher?==
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A publisher is the owner or manager of a website (also referred to as an 'affiliate' or 'partner').
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A Publisher is the owner or manager of a website (also referred to as an 'affiliate' or 'partner').
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They are rewarded commission when a visitor to their site clicks a publisher  link, (for example, a banner, logo or text link), goes to a particular advertiser's website and performs a certain action on the advertiser's site. Usually, this is completing a transaction. However some advertisers ask publishers to refer them traffic that results in a lead instead of a sale, perhaps through the completion of an online application form, or the submission of the user's email address.
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Publishers earn commission when a site visitor clicks on a publisher  link, (for example, a banner, logo or text), directing to a particular Advertiser's website and performs a certain action. Usually, this is completing a transaction. However, some Advertisers may ask Publishers to refer them traffic that results in a lead. This can include completion of an online application form, or submission of a User's email address.
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Please [[Signing Up As An Affiliate|click here]] to see a full guide to signing up as a publisher .
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Please [[Signing Up As An Affiliate|click here]] to see a full guide to signing up as a Publisher .
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In short:
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In recap:
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* A advertiser is someone who has a product to sell
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* An Advertiser is someone who has a product to sell
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* A publisher is someone who advertises products
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* A Publisher is someone who advertises products
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==What Kind of Publisher am I?==
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==What type of Publisher am I?==
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[[Types_of_Affiliates#Cashback_and_Reward_Sites|Cashback]]
[[Types_of_Affiliates#Cashback_and_Reward_Sites|Cashback]]
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publishers have a member base that earns monetary rebates from online purchases.
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Publishers have a member base that earn monetary rebates from online purchases.
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===Communities & UGC===
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===Communities & User-Generated-Content (UGC)===
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[[Types_of_Affiliates#Blogs_and_Forums|Community]] publishers host online environments where groups of people interact together with publisher links included where appropriate.
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[[Types_of_Affiliates#Blogs_and_Forums|Community]] Publishers host online environments where groups of people interact together with Publisher links included where appropriate.
===Comparison Engine===
===Comparison Engine===
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[[Types_of_Affiliates#Shopping_Portals.2FDirectories|Comparison]] publisher sites compare the prices and features of searched-for products available through a number of online stores.
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[[Types_of_Affiliates#Shopping_Portals.2FDirectories|Comparison]] Publisher sites compare the prices and features of searched-for products available from a number of online stores.
===Discount Codes===
===Discount Codes===
[[Types_of_Affiliates#Voucher.2FDiscount_Code_Sites|Discount code]]  
[[Types_of_Affiliates#Voucher.2FDiscount_Code_Sites|Discount code]]  
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websites list discounts, coupon codes and other deals which may be redeemed at advertiser websites or stores.
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websites list discounts, coupon codes and other deals which may be redeemed at Advertiser websites or stores.
===Editorial Content===
===Editorial Content===
[[Types_of_Affiliates#Content_Sites|Editorial Content]]
[[Types_of_Affiliates#Content_Sites|Editorial Content]]
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publishers write editorial content to engage an audience on a specific topic with publisher links included where appropriate.
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Publishers write copy to engage an audience on a specific topic with Publisher links included where appropriate.
===Lead Generation (Content)===
===Lead Generation (Content)===
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Lead based publishers generate prospective consumer interest or enquiries into products or services for advertisers via websites.
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Lead-based Publishers generate prospective consumer interest for Advertiser products or services via websites.
===Loyalty===
===Loyalty===
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[[Types_of_Affiliates#Cashback_and_Reward_Sites|Loyalty]] publishers have a member base that earns non-monetary rebates such as points, miles and tokens from online purchases.
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[[Types_of_Affiliates#Cashback_and_Reward_Sites|Loyalty]] Publishers have a member base that earn non-monetary rebates such as points, miles and tokens from online purchases.
   
   
===Media Content===
===Media Content===
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Media Content publishers will produce video, music and pictures with publisher links included where appropriate.
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Media Content Publishers produce video, music and pictures with Publisher links included where appropriate.
===Shopping Directory===
===Shopping Directory===
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Shopping directory publishers list business information such as sector, website and store description for numerous advertisers.
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Shopping Directory Publishers list business information such as sector, website and store description for numerous Advertisers.
===Bloggers & Social Content===
===Bloggers & Social Content===
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Bloggers and social content publishers are active in driving traffic through personally opinionated content blogs and/or social media platforms.
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Bloggers and Social Content Publishers are active in driving traffic through personally opinionated content blogs and/or social media platforms.
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===Virtual Incentives===
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===Virtual Incentive===
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Virtual incentive publishers encourage their audience to take up advertiser offers in return for in-game rewards such as virtual currency, bonuses and power-ups.
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Virtual Incentive Publishers encourage their audience to take up Advertiser offers in return for in-game rewards such as virtual currency, bonuses and power-ups.
== '''Display''' ==
== '''Display''' ==
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===Ad Networks===
===Ad Networks===
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A publisher who buys ad space on numerous websites (creating a network) with the intention of serving advertiser creative across this network of sites.
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A Publisher who buys ad space on numerous websites (creating a network) with the intention of serving Advertiser creative across this network of sites.
===Contextual Targeting===
===Contextual Targeting===
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Publishers who display advertising relevant to the content of the web page the user is browsing.
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Publishers who display advertising relevant to the content of the web page the User is browsing.
===Direct Traffic===
===Direct Traffic===
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A publisher that displays creative to their audience in the form of banners, pop-ups and exit traffic adverts.
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A Publisher that displays creative to their audience in the form of banners, pop-ups and exit traffic adverts.
===Media Brokers===
===Media Brokers===
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A publisher who buys exit traffic and pop under opportunities from website owners.
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A Publisher who buys exit traffic and opportunities from website owners.
===Mobile Traffic===
===Mobile Traffic===
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Mobile traffic publishers purchase display inventory across mobile enabled platforms including apps, games and websites.
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Mobile Traffic Publishers purchase display inventory across mobile enabled platforms including apps, games and websites.
===Retargeting (Display)===
===Retargeting (Display)===
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Behavioural retargeting displays personalised advertising on third party websites to customers who have previously visited the advertiser's site, specifically displaying products in which they have shown recent interest.
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Behavioural Retargeting displays personalised advertising on third-party websites to customers who have previously visited the Advertiser's site, specifically displaying products in which they have shown recent interest.
===Social Traffic===
===Social Traffic===
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Social networking publishers purchase display inventory on social networks.
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Social Networking Publishers purchase display inventory on social networks.
===Sub Networks===
===Sub Networks===
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A collection of publishers owned by numerous third parties brought together and being seen to operate as one single publisher.
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A collection of Publishers owned by numerous third-parties brought together and being seen to operate as one single Publisher.
== '''Email''' ==
== '''Email''' ==
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===Lead Generation (Email)===
===Lead Generation (Email)===
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Lead based email publishers generate prospective consumer interest or enquiries into products or services for advertisers via email.
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Lead-based Email Publishers generate prospective consumer interest or enquiries into products or services for Advertisers via email.
===Newsletters===
===Newsletters===
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Newsletter publishers produce a content rich email distributed to an owned, shared or rented database.
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Newsletter Publishers produce a content-rich email distributed to an owned, shared or rented database.
===Retargeting (Email)===
===Retargeting (Email)===
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Email retargeting generates a personalised email for customers who have exited the advertiser's site during the checkout process. The email will only reference the product(s) that were abandoned.
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Email Retargeting generates a personalised email for customers who have exited the Advertiser's site during the checkout process. The email will only make reference to the product(s) that were abandoned.
== '''Search''' ==
== '''Search''' ==
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===Direct Linking===
===Direct Linking===
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Publishers that navigate the user from 'search engine results' to the 'advertiser's website' with absolutely no other interim stages.
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Publishers that navigate the User from 'search engine results' to the 'Advertiser's website' with no other interim stages.
===Domain Parking===
===Domain Parking===
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Domain parking is the registration of an Internet domain name with a distinct absence of content. Publishers who own these domains, often populate the associated landing pages with paid search adverts.
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Domain Parking is the registration of an Internet domain name with a distinct absence of content. Publishers who own these domains often populate the associated landing pages with paid search adverts.
===Linking via Landing Pages===
===Linking via Landing Pages===
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Publishers that navigate the user from 'search engine results' to the 'advertiser's website' with at least one interim stage (usually a landing page).
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Publishers that navigate the User from 'search engine results' to the 'Advertiser's website' with at least one interim stage (usually a landing page).
===Mobile Search===
===Mobile Search===
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Publishers that run search advertising campaigns that navigate the user from 'search engine results' on a mobile device (such as a smart phone) to the 'advertiser's website'.
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Publishers that run search advertising campaigns that navigate the User from 'search engine results' on a mobile device (such as a smart phone) to the 'Advertiser's website'.
===Social Search===
===Social Search===
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Publishers that run search advertising campaigns which navigate the user from 'social media websites' to the 'advertiser's website'.
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Publishers that run search advertising campaigns which navigate the user from 'social media websites' to the 'Advertiser's website'.
==How do I get traffic to my site?==
==How do I get traffic to my site?==
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There are two main ways to get traffic to your site: SEO (Search Engine Optimisation) and PPC (Pay per click)
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There are two main ways to get traffic to your site: Search Engine Optimisation (SEO) and Pay Per Click (PPC)
===SEO===
===SEO===
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Search engine optimization [[Jargon_Buster#SEO|(SEO)]] is the process of improving the volume and quality of traffic to a web site from search engines via 'natural' (or 'organic') search results.  The higher a site or page is listed or 'ranked', the more visible it will be as well as more relevant to the user.  This can increase the  volume and quality of traffic to your site.
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Search Engine Optimisation [[Jargon_Buster#SEO|(SEO)]] is the process of increasing the volume of traffic to a website from search engines via 'natural' (or 'organic') search results.  The higher a site is listed or 'ranked', the more visible it will be to the User.
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In order to improve the ranking of your site you need to consider how search engines work and what people search for. Optimising your website will therefore involve editing and improving content in order to improve its natural search listings
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In order to boost the ranking of your site you will need to consider how search engines work and what Users are likely to search for. Optimising your website will therefore involve continual editing and refining of your content in order to increase ts relevancy to Users, and to improve its natural search listings.
===PPC===
===PPC===
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[[Jargon_Buster#PPC|Pay per click]] involves paying a search engine every time a user clicks on a link to visit either an advertiser's website or your own website. You will typically bid on keyword phrases relevant to your target market to ensure that you only pay when you believe there is a chance of a sale.  
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Pay Per Click [[Jargon_Buster#PPC|(PPC)]] involves paying a search engine each time a User clicks on a link to visit either an Advertiser's website or your own site. You will typically bid on popular keywords and/or phrases relevant to your target market to ensure that you only pay when you believe there is a chance of a sale.  
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When a user types a keyword query matching your keyword list, your advertisement may be displayed. These advertisements are called sponsored links or sponsored ads, and appear adjacent to or above the 'natural' or organic results on search engine results pages. Content websites commonly charge a fixed price for a click.
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When a User types a keyword query matching your specified keyword list, your advertisement may be displayed. These advertisements are called sponsored links or ads, and appear adjacent to or above the 'natural' or organic results on search engine results pages. Content websites commonly charge a fixed price for a click.
[[Image:Links example.JPG|thumb|center|500px]]
[[Image:Links example.JPG|thumb|center|500px]]
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==How does Awin track sales?==
==How does Awin track sales?==
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'''AW tracks all sales made using AW publisher links by using cookies.'''
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'''Awin tracks all sales made using Awin Publisher links using cookies.'''
'''The tracking process:'''
'''The tracking process:'''
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1.  The User (most likely a customer) visits a Publisher website
1.  The User (most likely a customer) visits a Publisher website
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2.  The User clicks through from the Publisher, via the Network (Awin), to the Advertiser website
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2.  The User clicks through the Publisher link, via the Network (Awin), to the Advertiser website
3.  The Network records the click and drops a tracking cookie on the User's device
3.  The Network records the click and drops a tracking cookie on the User's device
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4.  The User is re-directed to the Advertiser website and, if applicable, the Network subsequently drops one or more tracking cookies from the advertiser's domain onto the User's device
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4.  The User is re-directed to the Advertiser website and, if applicable, the Network subsequently drops one or more tracking cookies from the Advertiser's domain onto the User's device
5.  The User purchases an item from the Advertiser website
5.  The User purchases an item from the Advertiser website
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7.  The Network links the Advertiser conversion request with the previously dropped tracking cookies present on the User's device
7.  The Network links the Advertiser conversion request with the previously dropped tracking cookies present on the User's device
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8.  Information is passed to the Network, allowing AW to record the sale; this information for example includes the Advertiser ID, the last click referring Publisher ID (from cookie(s)), unique order reference, total sale amount and the commission group breakdown
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8.  Information is passed to the Network, allowing Awin to record the sale. This information includes the Advertiser ID, the last click referring Publisher ID (contained within cookie(s)), Unique Order Reference, total sale amount and the commission group breakdown
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9.  The Network allocates the correct commission based on the information passed in the conversion request and the pre-defined reward set by the Advertiser (Either a set amount per transaction or a percentage of the total sale amount)
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9.  The Network allocates the correct commission based on the information passed in the conversion request and the pre-defined reward set by the Advertiser (a set amount per transaction or a percentage of the total sale amount)
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10.  Commissions are either approved or declined by the Advertiser dependent on the order being fulfilled
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10.  Commissions are approved or declined by the Advertiser dependent on the order being fulfilled
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11.  Publishers can see these commissions in the Network's interface
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11.  Publishers can view these commissions on the Network interface
'''Notes on point 3:'''
'''Notes on point 3:'''
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The cookie which is dropped is referred by Awin and is stored on the Network's domain. This would be considered a third party cookie from an Advertiser's perspective.
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The dropped cookie is referred by Awin and is stored on the Network's domain. This would be considered a third-party cookie from an Advertiser's perspective.
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There are three kinds of links a user could click on to move from a publisher site.  
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There are three kinds of links a user could click on to move from a Publisher site.  
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1) A text link.  This would be an AW link behind a hyperlink in some text on the publisher  site.  
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1) Text Links.  This is an Awin link behind a hyperlink contained in text on the Publisher's site.  
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2) A banner. This would be an AW link behind an advertiser banner or logo on the publisher  site.  
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2) Banners. This is an Awin link behind Advertiser creative (banner or logo) displayed on the Publisher's site.  
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3) A product feed.  This is when a publisher uses a data-feed from an advertiser to display particular products on their publisher site, in conjunction with AW’s ShopWindow tool. There is an AW link behind each one of these products.
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3) Product Feeds.  This is when a Publisher uses a Data Feed from an Advertiser to display particular products on the Publisher's site. There is an Awin link behind each product.
'''Notes on point 4:'''
'''Notes on point 4:'''
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The advertiser would have already added a small script onto all pages which will allow for our system to send through a unique variable to then be stored on the domain URL. This would be considered a first party cookie from an advertiser’s perspective.
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The Advertiser will already have added a small script onto all pages which will allow for our system to send through a unique variable to then be stored on the domain URL. This is considered a first-party cookie from an Advertiser’s perspective and is therefore ITP compliant.
'''Notes on point 5:'''
'''Notes on point 5:'''
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A sale is only tracked if it is completed. This means that the user has to submit all information and payment details required by the advertiser and reach the advertiser ‘confirmation page’ before it will be tracked as a sale and a publisher  paid commission. If a user leaves the transaction part-way through the payment process the sale will not be tracked and the publisher  will receive no commission.
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A sale is only tracked if it is completed. This means the User has to submit the required information and payment details specified by the Advertiser and reach the Advertiser ‘confirmation page’ before it will be tracked as a sale and accredited to the Publisher. If a User leaves the transaction during the payment process the sale will not be tracked and the Publisher will receive no commission.
'''Notes on point 6:'''
'''Notes on point 6:'''
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When an advertiser starts to work with Awin, they implement AW tracking on their site, so that AW can match this information to the information stored in the publisher  links, and in the cookies dropped on the user’s PC.
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All Awin Advertisers are required to implement Awin tracking on their site, so that Awin can match this to the information stored in the Publisher links and in the cookies dropped on the User’s device.
'''Notes on point 7:'''
'''Notes on point 7:'''
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Awin tracks sales on a ‘last referrer’ basis. This means that if a user visits two publisher  sites before purchasing something from an advertiser, the last publisher  site they visit will receive the commission.
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Awin tracks sales on a ‘last referrer’ basis. This means that if a User visits two Publisher sites before purchasing something from an Advertiser, only the last visited Publisher will receive commission.
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If both publishers are using Awin links, Awin will overwrite the first cookie with a another one to indicate that the second publisher should receive the commission. This means there will only ever be one Awin cookie per transaction per Advertiser on a User’s device. However, certain Advertisers will have an attribution model, paying commission out to both last click and initial referrer, for example.
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If one Publisher is using Awin links and the other Publisher is using links for a different network, the Advertiser should provide data to Awin and the other network to indicate which Publisher should receive commission. This process is called ‘de-duplication’.
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If both publishers are using AW links, AW will overwrite the first cookie with a second one to show that the second publisher  should receive the commission.  This means there will only ever be one AW cookie per transaction per advertiser on a user’s PC.
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==Policy/Guidelines on Link Disclosure for Influencer and Social Media Publishers==
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If one publisher is using AW links and the other publisher  is using links for a different publisher  network, the advertiser should provide data to AW and the other network to show which publisher  should receive the commission. This process is called ‘de-duplication’.  
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As a Publisher, you are obliged to make it clear to consumers when your content contains advertising material. As an approved Awin Publisher you have agreed to follow local laws and standards as stipulated in section 9.2.4 and 9.2.5 of the Publisher terms and conditions.
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== Affiliate Marketing Reports ==
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When working with Awin as an Influencer or Social Media Publisher you are required at the minimum to:
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[http://www.awin.com/documents/eConsultancy/Econsultancy_UK_affiliate_census_2009.pdf eConsultancy UK Affiliate Census - 2009]
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[http://www.bigmouthmedia.com/downloads/files/Bigmouthmedia_Affiliate-Survey-2010.pdf BigMouthMedia UK Affiliate Census - 2010]
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Clearly define all advertising related content using clearly marked hashtags e.g. #Ad, #PaidAd #sponsorship, #sponsoredpost
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Failure to do so could result in penalties being levied by your local advertising authority.
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For more information we strongly urge you to read up on this topic to make sure that you are following the latest laws and standards as it is your responsibility to adhere to them. Below you can find websites with more information.
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=== Regional References on Latest Laws and Standards===
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UK:
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* [https://www.gov.uk/marketing-advertising-law/regulations-that-affect-advertising www.gov.uk/marketing-advertising-law/regulations-that-affect-advertising]
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* [https://www.asa.org.uk/uploads/assets/uploaded/3af39c72-76e1-4a59-b2b47e81a034cd1d.pdf ASA Influencer Guide]
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US:
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* [https://www.ftc.gov/news-events/press-releases/2017/04/ftc-staff-reminds-influencers-brands-clearly-disclose www.ftc.gov/news-events/press-releases/2017/04/ftc-staff-reminds-influencers-brands-clearly-disclose]
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* [https://www.ftc.gov/system/files/documents/plain-language/bus41-dot-com-disclosures-information-about-online-advertising.pdf www.ftc.gov/system/files/documents/plain-language/bus41-dot-com-disclosures-information-about-online-advertising.pdf]
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Australia:
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* [http://aana.com.au/self-regulation/codes/ http://aana.com.au/self-regulation/codes/]
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Benelux:
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* [https://www.reclamecode.nl/nrc/ www.reclamecode.nl/nrc/]
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France:
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* [https://www.arpp.org/nous-consulter/regles/regles-de-deontologie/digital-advertising-and-marketing-communications-code/#toc_1_3 www.arpp.org/nous-consulter/regles/regles-de-deontologie/digital-advertising-and-marketing-communications-code/#toc_1_3]
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* [https://www.arpp.org/actualite/marketing-influence-marques-regles-de-transparence/ www.arpp.org/actualite/marketing-influence-marques-regles-de-transparence/]
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Italy:
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* [http://www.codicedelconsumo.it/english-version/ www.codicedelconsumo.it/english-version/]
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* [https://www.iap.it/codice-e-altre-fonti/il-codice/ www.iap.it/codice-e-altre-fonti/il-codice/]
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* [http://en.agcm.it/en/media/press-releases/2018/12/ICA-closes-second-moral-suasion-on-influencers-and-brands-yet-opens-investigation-into-possible-hidden-advertising http://en.agcm.it/en/media/press-releases/2018/12/ICA-closes-second-moral-suasion-on-influencers-and-brands-yet-opens-investigation-into-possible-hidden-advertising]
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* [https://www.iap.it/social-network-e-content-sharing/ www.iap.it/social-network-e-content-sharing/]
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 +
Poland:
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* [https://www.whitepress.pl/baza-wiedzy/597/rozliczenie-z-influencerem-%E2%80%93-kwestie-podatkowe https://www.whitepress.pl/baza-wiedzy/597/rozliczenie-z-influencerem-%E2%80%93-kwestie-podatkowe]
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Spain:
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* [https://iabspain.es/wp-content/uploads/12Guialegal_influencers.pdf www.iabspain.es/wp-content/uploads/12Guialegal_influencers.pdf]
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Disclaimer: Awin is not responsible for the updating of content in these links. Please ensure that you make sure that the information you are reading is up-to-date.
== Advertising Methods and Activities Not Permitted on the Network ==
== Advertising Methods and Activities Not Permitted on the Network ==
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*Blocking or interfering with referrer URL Data transmissions unless pre-agreed in writing
*Blocking or interfering with referrer URL Data transmissions unless pre-agreed in writing
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*Using advertiser links to mislead visitors in terms of anything other than carrying out a valid transaction.  This includes carrying out transactions based on malicious or intended deception
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*Using Advertiser links to mislead visitors in terms of anything other than carrying out a valid transaction.  This includes carrying out transactions based on malicious or intended deception
*Automatically initiating or conducting transactions
*Automatically initiating or conducting transactions
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*Use links to an advertiser site that have not been provided or approved by Awin  
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*Use links to an Advertiser site that have not been provided or approved by Awin  
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*Solicit advertisers without prior approval
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*Solicit Advertisers without prior approval
*Spamming or the use of unsolicited emailing marketing
*Spamming or the use of unsolicited emailing marketing
*Distributing any form of incomplete, out-of-date or misleading information regarding advertiser goods or services  
*Distributing any form of incomplete, out-of-date or misleading information regarding advertiser goods or services  
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*The adoption, use or registration attempt of any trademarks or trade names that are confusingly similar to Awin or any advertiser
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*The adoption, use or registration attempt of any trademarks or trade names that are confusingly similar to Awin or any Advertiser
*Asserting copyright, trademark or other intellectual property ownership or other proprietary rights in any IP Materials
*Asserting copyright, trademark or other intellectual property ownership or other proprietary rights in any IP Materials
*The utilisation of any form of click bot
*The utilisation of any form of click bot
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'''Publishers must adhere to these guidelines at all times.'''  
'''Publishers must adhere to these guidelines at all times.'''  
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Any questions should be directed to the [mailto:publisherservices@affiliatewindow.com Publisher Services Team]
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Current revision as of 10:14, 2 August 2019

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Beginner's Reference Guide | Admin | Interface | Technical | Wiki FAQ

Contents

Frequently Asked Questions by Publishers - Beginner's Reference Guide

What is an Advertiser?

An Advertiser, sometimes referred to as the 'merchant' or 'retailer', is an online company which sells its products and/or services through a Publisher network. The Advertiser will either pay a percentage of the customer's basket value or a fixed amount of commission upon completion of a certain action (in most cases, a sale) to the Publisher.

To find out more information on our Advertiser commission rates you can check the Advertiser Directory in the interface.

What is a Publisher?

A Publisher is the owner or manager of a website (also referred to as an 'affiliate' or 'partner').

Publishers earn commission when a site visitor clicks on a publisher link, (for example, a banner, logo or text), directing to a particular Advertiser's website and performs a certain action. Usually, this is completing a transaction. However, some Advertisers may ask Publishers to refer them traffic that results in a lead. This can include completion of an online application form, or submission of a User's email address.

Please click here to see a full guide to signing up as a Publisher .

In recap:

  • An Advertiser is someone who has a product to sell
  • A Publisher is someone who advertises products


What type of Publisher am I?

Content

Cashback

Cashback Publishers have a member base that earn monetary rebates from online purchases.

Communities & User-Generated-Content (UGC)

Community Publishers host online environments where groups of people interact together with Publisher links included where appropriate.

Comparison Engine

Comparison Publisher sites compare the prices and features of searched-for products available from a number of online stores.

Discount Codes

Discount code websites list discounts, coupon codes and other deals which may be redeemed at Advertiser websites or stores.

Editorial Content

Editorial Content Publishers write copy to engage an audience on a specific topic with Publisher links included where appropriate.

Lead Generation (Content)

Lead-based Publishers generate prospective consumer interest for Advertiser products or services via websites.

Loyalty

Loyalty Publishers have a member base that earn non-monetary rebates such as points, miles and tokens from online purchases.

Media Content

Media Content Publishers produce video, music and pictures with Publisher links included where appropriate.

Shopping Directory

Shopping Directory Publishers list business information such as sector, website and store description for numerous Advertisers.

Bloggers & Social Content

Bloggers and Social Content Publishers are active in driving traffic through personally opinionated content blogs and/or social media platforms.

Virtual Incentive

Virtual Incentive Publishers encourage their audience to take up Advertiser offers in return for in-game rewards such as virtual currency, bonuses and power-ups.

Display

Ad Networks

A Publisher who buys ad space on numerous websites (creating a network) with the intention of serving Advertiser creative across this network of sites.

Contextual Targeting

Publishers who display advertising relevant to the content of the web page the User is browsing.

Direct Traffic

A Publisher that displays creative to their audience in the form of banners, pop-ups and exit traffic adverts.

Media Brokers

A Publisher who buys exit traffic and opportunities from website owners.

Mobile Traffic

Mobile Traffic Publishers purchase display inventory across mobile enabled platforms including apps, games and websites.

Retargeting (Display)

Behavioural Retargeting displays personalised advertising on third-party websites to customers who have previously visited the Advertiser's site, specifically displaying products in which they have shown recent interest.

Social Traffic

Social Networking Publishers purchase display inventory on social networks.

Sub Networks

A collection of Publishers owned by numerous third-parties brought together and being seen to operate as one single Publisher.

Email

Lead Generation (Email)

Lead-based Email Publishers generate prospective consumer interest or enquiries into products or services for Advertisers via email.

Newsletters

Newsletter Publishers produce a content-rich email distributed to an owned, shared or rented database.

Retargeting (Email)

Email Retargeting generates a personalised email for customers who have exited the Advertiser's site during the checkout process. The email will only make reference to the product(s) that were abandoned.

Search

Direct Linking

Publishers that navigate the User from 'search engine results' to the 'Advertiser's website' with no other interim stages.

Domain Parking

Domain Parking is the registration of an Internet domain name with a distinct absence of content. Publishers who own these domains often populate the associated landing pages with paid search adverts.

Linking via Landing Pages

Publishers that navigate the User from 'search engine results' to the 'Advertiser's website' with at least one interim stage (usually a landing page).

Mobile Search

Publishers that run search advertising campaigns that navigate the User from 'search engine results' on a mobile device (such as a smart phone) to the 'Advertiser's website'.

Social Search

Publishers that run search advertising campaigns which navigate the user from 'social media websites' to the 'Advertiser's website'.


How do I get traffic to my site?

There are two main ways to get traffic to your site: Search Engine Optimisation (SEO) and Pay Per Click (PPC)

SEO

Search Engine Optimisation (SEO) is the process of increasing the volume of traffic to a website from search engines via 'natural' (or 'organic') search results. The higher a site is listed or 'ranked', the more visible it will be to the User.

In order to boost the ranking of your site you will need to consider how search engines work and what Users are likely to search for. Optimising your website will therefore involve continual editing and refining of your content in order to increase ts relevancy to Users, and to improve its natural search listings.

PPC

Pay Per Click (PPC) involves paying a search engine each time a User clicks on a link to visit either an Advertiser's website or your own site. You will typically bid on popular keywords and/or phrases relevant to your target market to ensure that you only pay when you believe there is a chance of a sale.

When a User types a keyword query matching your specified keyword list, your advertisement may be displayed. These advertisements are called sponsored links or ads, and appear adjacent to or above the 'natural' or organic results on search engine results pages. Content websites commonly charge a fixed price for a click.


How does Awin track sales?

Awin tracks all sales made using Awin Publisher links using cookies.

The tracking process:

1. The User (most likely a customer) visits a Publisher website

2. The User clicks through the Publisher link, via the Network (Awin), to the Advertiser website

3. The Network records the click and drops a tracking cookie on the User's device

4. The User is re-directed to the Advertiser website and, if applicable, the Network subsequently drops one or more tracking cookies from the Advertiser's domain onto the User's device

5. The User purchases an item from the Advertiser website

6. The Advertiser order confirmation page contains the Network conversion tracking

7. The Network links the Advertiser conversion request with the previously dropped tracking cookies present on the User's device

8. Information is passed to the Network, allowing Awin to record the sale. This information includes the Advertiser ID, the last click referring Publisher ID (contained within cookie(s)), Unique Order Reference, total sale amount and the commission group breakdown

9. The Network allocates the correct commission based on the information passed in the conversion request and the pre-defined reward set by the Advertiser (a set amount per transaction or a percentage of the total sale amount)

10. Commissions are approved or declined by the Advertiser dependent on the order being fulfilled

11. Publishers can view these commissions on the Network interface

Notes on point 3:

The dropped cookie is referred by Awin and is stored on the Network's domain. This would be considered a third-party cookie from an Advertiser's perspective.

There are three kinds of links a user could click on to move from a Publisher site.

1) Text Links. This is an Awin link behind a hyperlink contained in text on the Publisher's site.

2) Banners. This is an Awin link behind Advertiser creative (banner or logo) displayed on the Publisher's site.

3) Product Feeds. This is when a Publisher uses a Data Feed from an Advertiser to display particular products on the Publisher's site. There is an Awin link behind each product.

Notes on point 4:

The Advertiser will already have added a small script onto all pages which will allow for our system to send through a unique variable to then be stored on the domain URL. This is considered a first-party cookie from an Advertiser’s perspective and is therefore ITP compliant.

Notes on point 5:

A sale is only tracked if it is completed. This means the User has to submit the required information and payment details specified by the Advertiser and reach the Advertiser ‘confirmation page’ before it will be tracked as a sale and accredited to the Publisher. If a User leaves the transaction during the payment process the sale will not be tracked and the Publisher will receive no commission.

Notes on point 6:

All Awin Advertisers are required to implement Awin tracking on their site, so that Awin can match this to the information stored in the Publisher links and in the cookies dropped on the User’s device.

Notes on point 7:

Awin tracks sales on a ‘last referrer’ basis. This means that if a User visits two Publisher sites before purchasing something from an Advertiser, only the last visited Publisher will receive commission. If both publishers are using Awin links, Awin will overwrite the first cookie with a another one to indicate that the second publisher should receive the commission. This means there will only ever be one Awin cookie per transaction per Advertiser on a User’s device. However, certain Advertisers will have an attribution model, paying commission out to both last click and initial referrer, for example. If one Publisher is using Awin links and the other Publisher is using links for a different network, the Advertiser should provide data to Awin and the other network to indicate which Publisher should receive commission. This process is called ‘de-duplication’.

Policy/Guidelines on Link Disclosure for Influencer and Social Media Publishers

As a Publisher, you are obliged to make it clear to consumers when your content contains advertising material. As an approved Awin Publisher you have agreed to follow local laws and standards as stipulated in section 9.2.4 and 9.2.5 of the Publisher terms and conditions.

When working with Awin as an Influencer or Social Media Publisher you are required at the minimum to:

Clearly define all advertising related content using clearly marked hashtags e.g. #Ad, #PaidAd #sponsorship, #sponsoredpost

Failure to do so could result in penalties being levied by your local advertising authority.

For more information we strongly urge you to read up on this topic to make sure that you are following the latest laws and standards as it is your responsibility to adhere to them. Below you can find websites with more information.

Regional References on Latest Laws and Standards

UK:

US:

Australia:

Benelux:

France:

Italy:

Poland:

Spain:


Disclaimer: Awin is not responsible for the updating of content in these links. Please ensure that you make sure that the information you are reading is up-to-date.

Advertising Methods and Activities Not Permitted on the Network

The following list provides an overview of advertising methods and activities that are not permitted on the Awin network:

  • Blocking or interfering with referrer URL Data transmissions unless pre-agreed in writing
  • Using Advertiser links to mislead visitors in terms of anything other than carrying out a valid transaction. This includes carrying out transactions based on malicious or intended deception
  • Automatically initiating or conducting transactions
  • Use links to an Advertiser site that have not been provided or approved by Awin
  • Solicit Advertisers without prior approval
  • Spamming or the use of unsolicited emailing marketing
  • Distributing any form of incomplete, out-of-date or misleading information regarding advertiser goods or services
  • The adoption, use or registration attempt of any trademarks or trade names that are confusingly similar to Awin or any Advertiser
  • Asserting copyright, trademark or other intellectual property ownership or other proprietary rights in any IP Materials
  • The utilisation of any form of click bot
  • Forcing clicks in any way
  • Grabbing domains or any domain content
  • Using invisible IFRAMES to play code
  • Publishing or sending any advertising that is deemed ‘unfair’ via emails, newsgroups, forums or other telecommunication means
  • Refer to this guide about Downloadable software activities File:Network Partnership with Software Publishers - Guideline.pdf

Publishers must adhere to these guidelines at all times.

Any questions should be directed to the Awin Publisher Success

Do we not have what you are looking for?

Visit the Wanted Pages area of the Wiki to learn how to get your desired content added.

Privacy

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