There has been quite a bit of coverage about Impact Radius in the last week but if you were like me earlier today then you might still be trying to work your way through the press release to actually figure out what’s in it for affiliates. Thankfully I’m just off the phone to Ricki Jones (ex Affilinet, CJ & Wheel) who will be heading up the UK office and so I’ve got a bit more idea of what’s going on now

The company grew out of the realisation that often a traditional affiliate network could best serve their clients by getting out the way and letting affiliates speak directly to merchants. Even when networks offer a full affiliate management service to their clients it’s hard for them to know either side of the business as well as the people working in it each day. So with that in mind Impact Radius is about offering a solution rather then a service.

3 Key Issues for Affiliates

Open Conact – Yellow Pages style directory with full contact information for both advertisers & affiliates (media partners in Impact Radius terms) This means it should be easy for both sides of the relationship to contact each other and to find relevant partners to work with.
Pricing Structure – Impact Radius override fees are much lower than most networks with the highest level being 10% and sliding down with volume. The transparency means that you know the full costs to the advertiser of your activity and so for example you could suggest a higher CPA based on sending a higher volume of leads that would bring the override down.
Negotiation – using the directory you would be able to find merchants and approach them with an offer of a commission rate that would be acceptable to you. This is managed by insertion orders back and forth which are all logged when the agreement is made. Up for discussion would be commission rate, cookie duration, minimum CPC’s, any performance caps, incentive tiers and any other specific terms and conditions required.
There are a host of other features that should also be interesting for example flexible payments (daily if required!) and also facilities to track offline activity through unique voucher code, pay-per-call and unique URL tracking.

Time will tell how it works out as aspects like the directory idea might be hard work to reach a tipping point before it becomes an “everyone who’s anyone” type directory. Overall though I think it’s a really interesting business and it will be intriguing to watch how it finds it place in the UK market.

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