What does “money back as the lever in addition to media” indicate?
Were able to see an elasticity of demand. I can inform you that youre going to 3x or 4x your volume on our platform if you raise your cash-back rate to double digits. Thats actually constant.
The second thing that we do is sell media on our platform to invite individuals to the celebration. If youve raised your money back to 10%, however do not inform anybody about it, its like tossing a celebration with no invitations.
The mix of cash back, plus media that gets to the ideal eyeballs, is where were very impactful.
Is all your marketing on owned-and-operated properties?
It is mostly on our owned material. We have banner ads on the top of the site, mobile or desktop positionings, ads on our app and our web browser extension that we call “the Button.”
Then we have our outreach programs, such as email and push notifications, which are really impactful and can be targeted by first-party data.
A lot of what were doing for our merchants is net-new acquisition, due to the fact that it is so expensive to get new customers on platforms like Facebook and Google right now. Saks can upload its information and develop an audience particularly of customers who have not purchased in a year or more. Theyre looking for that granular targeting capability on alternative platforms.
We are meddling an off-platform ad item were calling audience extension. Thats reaching our audience on other platforms, including display screen and social.
Is that a DSP collaboration or with huge social platforms?
That gives us the capability to extend our audience reach. Were so reliant on individuals coming back to our site or apps, so its helpful to extend campaigns to other platforms those members are on.
Would Amazon be a partner for you, even after they eliminated the affiliate partner program last year?
That was a bad day. We actually had a considerable collaboration with Amazon at that point. Which was a quite rough blow.
Luckily, we have our own first-party information and are in a position to shift volume to other gamers.
What weve seen in the past is when a merchant leaves the platform, about 75% of their buyers on the platform stay. Due to the fact that, successfully, they are very oriented to cash-back offers.
The affiliate marketing world has changed considerably, even over the last year or 2. And a lot of it focuses on a level of elegance around information and expectations for ROAS that didnt exist in the area prior to. Its now beholden to the exact same metric expectations and the exact same efficiency expectations as display screen, social or search.
Theres likewise an amalgamation of merchants who see us as part of an anti-Amazon chance.
Nike managed Amazon and wants to take on them more straight. Theyre one of our largest partners, because we provide … the appropriate targeting and metrics.
What do you imply by that?
Nike sells through Foot Locker and through other retailers on the platform. But Nike likewise has its own direct affiliate program. And, increasingly, these brands are bringing a great deal of that spend and parts of their portfolio back into the direct-to-consumer world. Nikes own marketing engine is considerably larger than it utilized to be. They utilized to let retailers own that buyer marketing, as practically all brand names did. But theyre bringing that power back internal.
Nike utilizes us as a mechanism to get new consumers to contend against their direct competitors, from a DTC perspective, and to battle that power away from retailers. And theyre doing a great job at it.
I think as brand names see smaller DTC startups do really well, theyre understanding how much power they have in this individually relationship. And if you can get someone to go directly to the brand site, thats really substantially more margin dollars in the brand names pocket.
We are seeing brand names play considerably harder on our platform, due to the fact that they comprehend the profitability formula can be more favorable for them.

If you raise your cash-back rate to double digits, I can inform you that youre going to 3x or 4x your volume on our platform. A lot of what were doing for our merchants is net-new acquisition, due to the fact that it is so expensive to acquire new consumers on platforms like Facebook and Google right now. Theyre looking for that granular targeting capability on alternative platforms.
Were so reliant on individuals coming back to our website or apps, so its beneficial to extend campaigns to other platforms those members are on. Nike sells through Foot Locker and through other merchants on the platform.

“The Sell Sider” is a column composed by the sell side of the digital media community.
Rakuten Rewards, formerly Ebates, is an 800-pound gorilla in the affiliate marketing company.
Whats the point of being greatest if nobody desires to be in the affiliate business?
Considering that its acquisition by the Japanese ecommerce giant Rakuten and the rebranding from Ebates, Rakuten Rewards has set its sights beyond the affiliate classification.
” Were busting out of the affiliate marketplace, since we can target utilizing our own first-party information,” said Rakuten Rewards President Kristen Gall.
By combining its owned-and-operated material and logged-in audiences for targeting, Rakuten Rewards developed a first-party media platform.
AdExchanger caught up with Gall about Rakuten Rewards first-party advertisement platform strategy, and how its value has actually evolved to meet modifications made by the walled gardens Amazon, Google and Apple.
AdExchanger: Whats brand-new for Rakuten Rewards considering that the rebrand in 2019?
KRISTEN GALL: Understanding how people browse the ecommerce community is incredibly valuable. Over the past couple years, weve recognized the wealth of first-party information were resting on.
What weve been able to introduce over the last year and a half is a program called Personalized Rewards, with granular one-on-one audience targeting for merchant partners. Its more akin to how they use Facebook or Google to define an audience to reach for acquisition, retention, retargeting, and so on. We use money back as the lever along with media.

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