We were pleased to organise the recent roundtable on Identifying Better Advertisers. Moonpull have had many conversations with our clients on this topic and this event was about bringing a dozen or so Moonpull users together to share experiences and thoughts for 2025 and 2026.
The underpinning theme is that "it's amazing how little you achieve in a day, but how much you achieve in a year". So, what can be achieved in a year?
Moonpull now has several agency clients -- we were pleased to welcome three to the roundtable. Therefore the aim was to highlight ideas that all our clients -- publishers, agencies and networks alike -- can benefit from in how we provide client service support, include in further events to a wider audience, and incorporate into the Moonpull platform.
The conversation didn't disappoint; as one attendee commented "we all got pretty passionate about tracking!"
Setting the Scene
Steven Brown, Moonpull CEO, set the scene with the simple premises that:
Publishers should be paid for sales they should reasonably expect to be paid for. Advertisers should pay for sales they should reasonably expect to pay for.
And that this therefore requires more openness about whether a program is 'working'.
The biggest reflection for Moonpull was that there are four affiliate terms: affiliate measurement, affiliate marketing, the affiliate channel and the affiliate model.
And perhaps the best two to focus on are affiliate measurement and the affiliate model.
Practical Application
As an example of the conversation, one leading reward publisher explained how they are developing the strategy for use of the affiliate model that requires matching the needs of the user base (employees in partner businesses) with the objectives of advertisers is key. Therefore advertisers that have a clear and sensible strategy for the 'employee benefits' component of the affiliate model will be identified as preferred advertisers for Perkbox.
The need for tracking to report back to clicks was acknowledged as a vital component of affiliate measurement. For publishers to work with advertisers successfully requires both parties to know what is working so the publishers can 'do more of it'.
Moonpull Certification
It was clear there is an appetite for Moonpull Certification of programs to accelerate in 2025, and for it to include a little more knowledge about tracking implementations to allow publishers to be selecting advertisers.
It was great to see agencies and publishers welcome the growth of Moonpull Certification in 2025.
Communicating to a Wider Audience
This is a part of the regular series of Moonpull mini-conferences which are intended to share ideas around affiliate marketing to a wider audience of networks, agencies and publishers. Recent events have included:
- User Consent, London, November 2024 and Las Vegas, February 2025 (as part of Affiliate Summit West)
- Selecting Advertisers, London January 2025
- Voucher Codes, London April 2025