AD|Sum core attendees are Advertisers, who represent all sectors of the performance marketing community as owners of consumer products or owners of consumer services or offers. While AD|Sum’s core audience is Advertisers there are other industry players that find value in attending AD|Sum, here’s an overview of the industry’s players:
Also known as merchants or retailers, have products to sell, and offers or services to promote. They set up performance marketing offers, also known as Offers, as part of their marketing efforts. These Offers can be set up through a number of ways including using affiliate networks or with internal media buying teams. Publishers (or affiliates) apply for inclusion in these Offers. Once accepted, advertisers provide special promotions and links that are placed on publishers’ websites. Publishers get compensated only after actions are completed by customers, such as if a purchase is made. Rates are typically based on a cost per acquisition.
Using an Agency or Outsourced Program Management (OPM) firm is an alternative way for a company to launch and Offer and succeed in performance marketing without running their program in house. Agencies and OPMs often have years of experience, expertise, and relationships that can be instrumental in building a successful program. Many Agencies and OPMs offer a variety of services including marketing strategy, design, publisher recruitment, compliance, and landing page optimization, SEO and SEM expertise and more consulting.
Third party solution providers often fill the gaps of performance marketing programs. They provide everything from web hosting to blog and website creation tools to analytics packages, compliance and legal services. These players develop much-needed applications, services and tools that enable the advertiser to scale their businesses past what they could do if they hired resources internally to complete every operational aspect of the business. Many Advertisers use outsourced solution providers like fulfillment companies, manufacturing companies, and customer service centers to complement their management and oversight of delivering and servicing customers.
Also known as affiliates, Pubs, or marketing partners, are commission based sales people who sign up for advertiser programs and promote those advertisers through links that are tracked. Publishers are paid for the completion of a specific action (driving traffic, sending leads or making sales). Publishers do not always work directly for the advertisers they promote. They are independent companies that use a variety of advertising and marketing methods — including search engine optimization, paid search, email marketing, social media marketing and display advertising — to generate traffic. The publisher does not handle the sale, ship goods or accept payments directly from the consumer: This is the responsibility of the advertiser.
These are third-party companies that act as intermediaries between the Offer owners or managers and publishers. Networks provide a platform for connecting publishers with advertisers, tracking transactions, hosting ads, fulfilling the ad payouts between advertisers and publishers, compliance, and reporting to optimize the transactions that are conducted through these relationships.
Provide processing options for Advertisers to enable the ability to accept payments from customers. A merchant account is established under an agreement between a merchant (Advertiser) and a merchant acquiring bank for the settlement of payment card transactions. In some cases, a payment processor, independent sales organization (ISO), or member service provider (MSP) is also a party to the merchant agreement.
Bringing all these groups together in one place provides a unique opportunity to examine space issues from multiple perspectives, to promote dialog and to focus attention to critical space issues.