Social media platforms have also taken note of the power of affiliate marketing and fleshed out their offerings to attract creators. Amazon has had its affiliate program for a long time, and apps like LikeToKnowIt run on influencer affiliate links. Pinterest allows creators to tag branded products in their posts, and Instagram recently started testing affiliate stores for creators. Instagram is also testing a new inbox feature that prioritizes messages about possible sponsored content offers.
But Rakuten’s Accelerate is not the first “pay for performance” model. In 2020, Publicis launched The Pact Power by Epsilon, which targeted small to mid-sized digital marketers as a ‘pay-for-performance’ model, with a money-back guarantee if certain targets were not met. achieved. “But Epsilon and Rakuten are the only two that I know of that put publisher or media costs at risk,” said Jay Pattisall, senior analyst at Forrester who covers partnerships and marketing agencies.
Accelerate will also use Rakuten’s new dynamic commission rules, which help align advertisers and publishers with goals. The rules, introduced in 2019, track publisher effectiveness on 42 different variables, including last click, margins, and commission rates.
“This allows us to better assign the publisher’s role in the user journey,” said Anthony Capano, managing director for North America at Rakuten Advertising. “Even if you’re an editor who isn’t optimized for the last click, you can still be part of the network. “
Rakuten has a network of 150,000 publishers around the world.