August 19, 2010, 5:40 PM

Tracking affiliate clicks from mobile devices

LinkShare said this week its technology for tracking affiliate ads works across smartphone platforms.

Paul Demery

Managing Editor, B2B E-commerce

Lead Photo

LinkShare Corp., which operates an online affiliate advertising network, said this week that it has completed testing of its ad-tracking technology to prove it can work across multiple smartphone platforms, including the iPhone, Android, BlackBerry and Palm.

LinkShare says it has tested the tracking of ads on affiliate web sites reached via mobile devices for several online retailing organizations including Drugstore.com Inc., ShopNBC  and U.K.-based comparison shopping portal Sccope. Drugstore.com is No. 46 in the Internet Retailer Top 500 Guide; ShopNBC is No. 89.

“LinkShare’s mobile testing initiative proves that the company is working to create additional partnership opportunities that will help drugstore.com take full advantage of changes in consumer buying behavior in the direction of mobile commerce,” says Michelle Brown, the web-only retailer’s affiliate marketing manager. She adds that the  mobile channel is an important source of affiliate traffic and revenue.

Patricia Walshe, manager of business development, marketing and affiliate relationships in the U.S. for Sccope, which is a unit of London-based Cogenta Systems Ltd., says the LinkShare tracking system provides advertisers with reports on such metrics as orders per click and total sales. “We need to see which retailers we’re getting our revenue from,” she says.

“LinkShare’s foray into U.S. mobile commerce is driven by three converging factors,” says LinkShare CEO Yaz Iida. “First is the increasing focus on mobile commerce among advertisers and publishers in the growing LinkShare network. Second is the overall mobile industry growth with more than one billion mobile connections anticipated by 2012, and third is our embrace of mobile publishers in the LinkShare Network by ensuring that our tracking technology is working across platforms, devices and applications.”

 

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