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Author: Helen Southgate
Helen Southgate has joined affilinet from BSkyB, where she was responsible for the broadcaster’s online marketing planning and strategy. Southgate has eleven years experience in performance marketing and in 2011 was the IAB Affiliate Marketing Council Chair.
I’ve worked in affiliate marketing for more than 13 years and in that time I have had to endure a lot of comments about the industry emulating the “wild west” and being tarnished with a bad quality image.
I have always felt these comments to be incorrect and unfair, but what the affiliate world has done very well is address these concerns by putting in place practices to ensure transparency and quality that is self-regulated by industry stakeholders.
UGC within the voucher code space has been a contentious issue for quite some time prompting many a discussion at the IAB Affiliate Marketing Council and earning itself a reference in the Voucher Code of Conduct.
However, the affiliate industry to date has struggled to find any real consensus on how this area should be managed and regulated, and as a result one of the key players in the market has embarked on its own version of UGC within voucher codes with a 'social codes' platform.