The Emergence and Business Value of Sub-Affiliate Networks

When we initially entered the affiliate marketing industry in the early 2000s, the concept of sub-affiliate networks was nearly nonexistent. Back then, the affiliate landscape was characterized by a limited number of affiliate networks. As publishers, gaining access to advertisers' programs often required considerable effort, involving direct outreach and negotiations. Program managers were also relatively new, navigating the uncharted territory of identifying high-quality publishers and establishing approval criteria.

The era of OPM agencies was just beginning to dawn, and affiliate marketing was in its early stages. However, as the industry continued to evolve, sub-affiliate networks began to emerge organically. This development paralleled the growth of OPM agencies, as internal program managers from affiliate networks branched out to establish their own agencies.

Now, let's take a closer look at the core topic at hand: the significance of sub-affiliate networks.

Unlocking the Value of Sub-Affiliate Networks: A Two-Way Street

A fundamental question arises: What value do sub-affiliate networks bring to both publishers and advertisers? Why would a publisher choose to collaborate with a sub-network instead of directly engaging with an advertiser through the primary affiliate network? Conversely, what motivates an advertiser to work with a sub-network instead of directly managing relationships with individual publishers via the main network? The answers to these questions are multifaceted, and we'll explore them thoroughly.

At Surfmyads.com, Inc., whenever a team member presents a new sub-network request, our standard inquiry is: "What unique value does this sub-network offer that we currently do not receive from the parent network?" If you're considering launching your own sub-network, we encourage you to read this article attentively.

When Do We Consider Partnering with a Sub-Network?

1. Declined Program Applications: Occasionally, our program activation team faces rejection or non-approval of our applications. In such cases, we turn to sub-network APIs to verify if an approved status exists. If a sub-network can provide an approved status, we retain the page and its offers, employing tracking links from the sub-network. This situation often drives our collaboration with sub-networks, sometimes initiated by sub-networks reaching out to us, offering immediate earning opportunities on declined programs.
2. Commission Terms: Commission structures can vary across affiliate programs. During program activation, our team reviews program details, including commission terms. When a program operates across multiple networks, the choice of which network to map the store with may hinge on commission differentials. However, we don't solely prioritize commission rates, as we've observed tracking issues with certain sub-networks, potentially leading to reduced sales.
3. Enhanced User Interface: Historically, some prominent sub-affiliate networks arose due to the main networks' limited focus on product development. The primary networks concentrated on expanding their advertiser and publisher bases. This created opportunities for tech-savvy sub-affiliate networks to develop user-friendly interfaces, offering publishers access to improved UIs, comprehensive reports, and visually appealing data representations. Over time, we've witnessed enhancements in main network interfaces, but some sub-networks maintain their appeal.
4. Coupons and Discount Codes: Our coupon and deal sourcing process involves receiving data from network APIs and an array of other data sources integrated into our backend. When evaluating whether to collaborate with a sub-network, one significant factor is the accessibility and compatibility of their coupons and deals API. If a sub-network provides a user-friendly API that seamlessly integrates with various data sources, it captures our attention. We conduct a comprehensive analysis, comparing the data to our internal records. If we find that the sub-networks coupons and deals API offers a superior selection of verified, higher-value offers, we are more inclined to partner with them.
5. Exceptional Customer Service: Our industry is vast but tightly knit. When one of our trusted contacts transitions to a sub-network and requests our promotion through that sub-network, we often accommodate such requests. The affiliate marketing world thrives on relationships and networks. If we perceive that a key contact at a sub-network can serve as an extension of our sales team, facilitating direct communication with advertisers, negotiating exclusive deals, and securing higher rates, we prioritize collaboration with that contact.

Looking Ahead: The Prospects and Challenges

In upcoming articles, we'll explore the pros and cons of working with sub-networks from the advertiser's perspective. We'll delve deeper into the evolving landscape of this industry, offering insights into the direction sub-networks should take for success.

In conclusion, the proliferation of sub-affiliate networks is evident worldwide. We receive daily emails and LinkedIn messages from new sub-networks spanning Asia to Europe. Our standard query to these newcomers remains consistent: "What value do you believe you can provide us? What sets your sub-network apart and makes it unique compared to others?"