DMA releases best practices of affiliate marketing and online ad networks
Citing the need to build consumer trust, the Direct Marketing Association has issued standards for affiliate marketing and online advertising.
Under the best practices developed by the DMA’s Internet Marketing Advisory Board, online marketers should set out in written agreements specific parameters for placement of online ads. Altering of an offer by an advertising agency or affiliate network is prohibited and contracts with the networks should be terminated for any violations.
The standards also call for marketers to develop a system to routinely monitor ad placements and contracts with any online affiliate or ad networks. They also urge members to obtain assurances that affiliates and ad networks are in full compliance with state and federal laws and the DMA Guidelines for Ethical Business.
In addition, the standards outline how marketers should perform due diligence on prospective network affiliates and advertising partners, including asking for full disclosure of sites and a review of processes to limit access to unwanted sites or channels.
“Preserving the security, integrity and growth of brands online is more important now than ever as the interactive marketing landscape continues to evolve,” said Matt Blumberg, co-chair of the IMAB and CEO of ReturnPath.
A copy of the standards is available on the DMA’s web site.
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