Publishers are starting to hate DirectTrack. The reason has nothing to do with the quality of the software (it’s top shelf) or the design even at this point (we’re all used to it by now), it’s because a ton of networks have gone out of business lately that had been using direct track.
You probably can think of a few yourself. Those slimey networks that bought a $50.00 template for their website design and never even bothered to replace the default headers and footers to make it match their site. The people that were sure they were going to make $5 million so licensing DirectTrack seemed like a good idea.
Either DirectTrack has lacked in evolution or affiliate networks have lacked the understanding in how to implement new features. Even if the features are there somewhere, it’s hard to find them, much less use them. Any cool data DirectTrack does generate is formatted in a way that just makes it seem cheap (you don’t get the feeling you’re dealing with a $100 million/year company at least).
I don’t think networks can establish a true edge in this market if they share their core platform with dozens of close competitors. Am I the only one burned out on DirectTrack or am I just bad at choosing networks.
What’s your opinion?
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The blog of a nomadic internet marketer, web host owner, dating site owner and web developer.
I’m an ‘old-timer’ in the affiliate marketing industry – since I started before the turn of the century – so I’d like to believe I know what I’m talking about ;-)
There’s a saying that comes to mind reading your very good post;
“don’t hate the player – hate the game!”
Affiliates get screwed by startup networks every day – and the software has absolutely nothing to do with it.
I’ve owned and operated OfferForge.com – a DT based network – since 2005. Over the years we’ve grown to have 2 network implementations serving USA and International affiliates and advertisers.
For my money DT offers hands down the most stable tracking (check the independent audits on their site).
Frankly, if I was going to affiliate with a new startup CPA network – I’d rather choose a DT powered network rather than some independently slapped together solution that hasn’t been tested as rigorously or is the accepted software of top networks.
You always risk getting in bed with a new partner – but if you can rely on the tracking that’s half the battle won.
Unfortunately business and ethics are a whole other matter.
I do however agree that DT should raise the bar on ‘who’ gets to use their Network Software – or at least do a better due diligence – as it negatively affects perception when a DT network tanks.
Bottom line – Affiliate Marketing is a relationship driven business and affiliates should be careful who they do business with. If you don’t know the network, give them a call, have a discussion, ask about their funding / ownership base, check the roster of advertisers for brand names, see if they have a US office or Incorporation and of course see how long they’ve been in business!
Just FYI:
Check out some of the Networks using DT. These are not companies that would vest huge money into their solutions unless we trusted DT implicitly
http://www.offerforge.com
http://www.clickbooth.com
http://www.marketleverage.com
http://www.affiliate.com
http://www.xy7.com
http://www.vayan.com
http://www.rextopia.com
http://www.directagents.com
http://www.agamimedia.com
http://www.adperio.com
http://www.copeac.com
and dozens more very recognizable affiliate brands.
In case you’re wondering: I’m not paid to blow smoke up Direct Track’s business – I jus really value them as a partner!
Jonathan Miller
http://www.offerforge.com
1-800-841-1369