Impact Radius – What’s in it for affiliates?


There has been quite a bit of coverage about Impact Radius in the last week but if you were like me earlier today then you might still be trying to work your way through the press release to actually figure out what’s in it for affiliates. Thankfully I’m just off the phone to Ricki Jones (ex Affilinet, CJ & Wheel) who will be heading up the UK office and so I’ve got a bit more idea of what’s going on now :)

The company grew out of the realisation that often a traditional affiliate network could best serve their clients by getting out the way and letting affiliates speak directly to merchants. Even when networks offer a full affiliate management service to their clients it’s hard for them to know either side of the business as well as the people working in it each day. So with that in mind Impact Radius is about offering a solution rather then a service.

3 Key Issues for Affiliates

  1. Open Conact – Yellow Pages style directory with full contact information for both advertisers & affiliates (media partners in Impact Radius terms) This means it should be easy for both sides of the relationship to contact each other and to find relevant partners to work with.
  2. Pricing Structure – Impact Radius override fees are much lower than most networks with the highest level being 10% and sliding down with volume. The transparency means that you know the full costs to the advertiser of your activity and so for example you could suggest a higher CPA based on sending a higher volume of leads that would bring the override down.
  3. Negotiation – using the directory you would be able to find merchants and approach them with an offer of a commission rate that would be acceptable to you. This is managed by insertion orders back and forth which are all logged when the agreement is made. Up for discussion would be commission rate, cookie duration, minimum CPC’s, any performance caps, incentive tiers and any other specific terms and conditions required.

There are a host of other features that should also be interesting for example flexible payments (daily if required!) and also facilities to track offline activity through unique voucher code, pay-per-call and unique URL tracking.

Time will tell how it works out as aspects like the directory idea might be hard work to reach a tipping point before it becomes an “everyone who’s anyone” type directory. Overall though I think it’s a really interesting business and it will be intriguing to watch how it finds it place in the UK market.

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Jan 16th, 2010 at 12:28 pm | #

So it’s a network?
And along the same lines at Darwin where you publish all your sites but then anyone can see your sites and presumably information about which perform best.
If that sort of data is to be public even to program managers (Who more frequently than ever run affiliate websites) then it makes my position as a affiliate-only affiliate more vulnerable.

I’m just worried about more people getting hold of the information about what makes me money at the moment!

Jan 17th, 2010 at 9:30 am | #

Thank heavens for you Fraser – ‘oos I couldn’t make head nor tail of it – now I shall watch with interest to see if anything suits me – Cheers

Jorge Delgado
Jan 17th, 2010 at 8:46 pm | #

Thanks for the info…i will search a bit more about the network..

Talk later,

Jan 18th, 2010 at 11:30 am | #

I also struggled to work out the difference between this company and a network.

From what you have written, I still don’t really see the difference.

If the answer is that this provides higher levels of service then I’m not sure – it seems to me that the merchant (affiliate manager) will now have to handle individual requests for higher commission levels? This already happens. A good affiliate that is driving revenue will be in the driving seat anyway, irrespective of the network. Well they should be in any case.

“Up for discussion would be commission rate, cookie duration, minimum CPC’s, any performance caps, incentive tiers and any other specific terms and conditions required.” Is this really new? Will a merchant have the time to change these items on an individual basis? They already do for the super affiliates through the normal network/ direct relationship.

There is also an issue with giving people too much access to information. As a poster above points out – do you really want your earnings published to the whole community?

The whole process here looks to be based around automation and transparency. By taking a smaller % in override this means LESS human interaction, which is really the basis for good relationships.

It looks like a network, it sounds like a network – therefore, it’s a network.

Or am I missing something fundamental?

Good luck anyway.

Ricki Jones
Jan 18th, 2010 at 3:01 pm | #

Hi all,

Thanks for your comments and thanks to Fraser for the post.

There are a few elements to our offering that set us apart from more traditional affiliate networks, which I have tried to explain above. The main ones being that we also track offline activity and there is the directory, which allows you to be listed and to be searched by advertisers looking for media partners to work with.

Obviously we would not display any sensitive information regarding your account, such as revenue earnings, and you have full control of exactly what is listed in the directory. You can even choose not to be listed in the directory if you really wanted to.

Our whole vision is about bringing agencies, advertisers and media partners closer together and providing all the tools required to develop your own relationships. I have been in the industry for a number of years now and have seen it develop dramatically in the past few years. We are aiming to simplify this process and cut out the clutter, if you like.

I am happy to discuss this further if you wish, and perhaps show you a demo of the system – please email me ( and well sort something out.

Many thanks

Ricki Jones
Impact Radius Ltd.

Jan 18th, 2010 at 7:00 pm | #

This makes perfect sense for a lot of the business we do where the network merely provide a platform for feeds, reporting and payment.

I can think of a number of networks who don’t even do this very well so hopefully this development will prove a wake up call to them and an endorsement to those Networks who really add value… which many do…

Change is good :)

Rob Barham
Feb 17th, 2010 at 2:48 pm | #

Interesting. Made me realise how hard it must be to start up a new network or equivalent though. You can’t attract affiliates until you have some decent merchants and vice versa.

Feb 21st, 2010 at 9:18 am | #

Didnt know about it before. Thanx mate.

Feb 24th, 2010 at 2:23 pm | #

Well thats explained it a bit better for me, I was a bit confused about it before I found your article.

Amit Chaudhary
Feb 26th, 2010 at 10:48 am | #

Great Post, Thanks for the information about the affiliate & difference between the company & the networks.

Mar 8th, 2010 at 10:14 pm | #

Thanks Ricky for the clarity of your explanation I can cetainly see how inherent benefits could accrue to participating parties.

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Fraser Edwards has been involved in affiliate marketing for more than 10 years after starting out in business as a website developer and stumbling into affiliate marketing instead.

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