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eBay Enterprise Marketing Solutions Acquires AffiliateTraction
eBay acquisition creates the world’s largest and most advanced affiliate marketing offering, offering business-changing insights for advertisers, publishers and agencies alike.
Terms of the transaction have not been disclosed, but the move will see enhanced technology and analytics capability generating better business insights, allowing marketers to make more informed decisions around strategy.
Headquartered in Silicon Valley, with offices in Toronto, London and Sydney, AffiliateTraction is a global, full-service performance marketing agency specialising in incubating, managing and growing affiliate marketing channels for top brands and retailers. The company recommends affiliates with which a retailer should work, and then optimises those affiliates.
For advertisers, AffiliateTraction’s system automates both dynamic attribution – telling retailers who they’re going to pay – and dynamic commissioning – telling them how much they should pay each affiliate. At the same time, insights provided by AffiliateTraction’s technology inform publisher decisions about the best advertising partners, empowering publishers to make better decisions and more revenue. AffiliateTraction’s Founder Greg Shepard, will become Chief Strategy Officer at eBay Enterprise Marketing Solutions.
“Over the past 15 years, working with virtually every network around the world, we have evolved alongside eBay Enterprise Marketing Solutions as a technology agency hybrid,” said Shepard. “Together we represent the most powerful technologies in the industry. The good news for agencies is that we will empower them with the same tools that contributed to our own growth and success. Publishers will now receive major enhancements, integrated into a single platform that features a massive base of premium brands. Our technical capabilities are second to none, and as our first order of business we will create a new genre in performance marketing.”
“This acquisition significantly enhances our performance marketing technology and enables us to better serve the complex, evolving needs of leading brands and retailers,” said eBay Enterprise Marketing Solutions CEO Michael Jones. “AffiliateTraction’s advanced technology gives advertisers and publishers an unparalleled view into their businesses and allows them to add scale and exceed their performance marketing goals with incredible efficiency. By incorporating AffiliateTraction’s technology, unparalleled performance marketing talent and actionable insights to our network ecosystem, we’ll be able to connect advertisers, publishers and agencies to drive commerce, true loyalty and growth in key markets around the world.”
“We’ve had great success with AffiliateTraction, and we look forward to working with the wide array of quality publishers who work with eBay Enterprise Marketing Solutions,” said US sporting retailer MonkeySports E-Commerce Director Tom Barr. “Combining the technology and expertise of AffiliateTraction with the innovation and cost effectiveness of eBay Enterprise Marketing Solutions is a big win for our business, our affiliate partners, and our customers.”
Following its split from PayPal last year, this acquisition will allow eBay to strengthen its hold on performance marketing and build out programmatic tools to support its affiliate marketing network. The global position gives it a strong position to compete against other affiliate programs rivals including Rakuten Marketing’s LinkShare.