Does interactive marketing need yet another industry association? At first glance you might not think so. Online advertisers are all but drowning in an alphabet soup tureen of trade organizations, email and search are well accounted for, thank you very much. But what of affiliates and other performance-based online marketers? They now have a trade org to call their own, and to represent their interests, together with the concerns of others in the performance marketing ecosystem.
The newly formed Performance Marketing Alliance is largely the brainchild of Brad Waller, with whom we caught up to learn more about the nascent — but fast-growing — organizations. Its mission is threefold: to represent the performance based marketing industry in a unified voice, cultivate a positive image, and encourage participation in the channel.