Leadership Summit Sets Agenda for Changes to Online Performance Marketers Tactics

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Online Performance Marketers got an earful on how non-compliance with FTC guidelines, fraud and lack of transparency has caused their industry to grow more slowly than other online marketing channels. The speakers and panelists included ex-FBI and FTC officials, as well as industry networks, agencies and solution providers.

The growth of pay-for-performance advertising on the Internet and Mobile devices is doomed. So said the speakers and panelists at the Leadership Summit held April 19 in San Francisco. Only with fundamental changes to the systems that are presently in place for tracking, transaction processing and monitoring a brand’s reputation online, will performance marketing will be able to rise above the negative option Acai Berry and Tooth Whitener campaigns, and begin to attract some of the billions that traditional advertisers are looking to spend online.

Fraud, transparency and compliance with current FTC guidelines were the hot topics at’s Performance Marketing Leadership Summit. The mission of the Summit was to propose an agenda for change in the online marketing industry. Changes that could affect the size of the advertisers this particularly high ROI channel attracts.

Assembled from several disciplines within the industry the speakers included E. J. Hilbert, President of Epic Advertising’s Online Intelligence Division. E. J. spent 10 years fighting cyber crooks with the FBI’s Cyber Crimes Unit. His keynote presentation centered on how the industry needs to police what it promotes, before the FTC and state’s Atty. General’s force changes.

E.J. then moderated the 1st panel on combating fraud and low quality traffic. The panelists included, Chris Graham, VP Business Intelligence for Atrinsic, Tom Cohn, of Counsel for Venable LLP,
Cari Birkner, Compliance Specialist for LashBack, Brandon McDonald, CEO of Product2Web Inc., and Jason Spievak — Co-founder and CEO of RingRevenue.

This panel, which was mostly solutions providers and legal counsel, agreed that new solutions in transaction processing, brand monitoring by channel and defining compliance will frame any new growth. A deeper integration of advertiser and network needs to be forged in order to combat fraud at the transactional level.

Mark Roth, Founder and President of then took the stage to detail a few of the changes that will be made to make OfferVault even more of a resource for affiliates looking to find campaigns to promote in exchange for a commission when a product is sold or a lead is filled out.

The other featured speaker was Peter Bordes, CEO and Founder of MediaTrust. Peter’s speech enlightened the over 100 attendees on attracting and maintaining the relationship with top tier Fortune 1000 brands entering the pay-for-performance space.

Peter then moderated the Summit’s 2nd panel which included, Rebecca Madigan, Managing Director of the Performance Marketing Association, Todd Crawford, co-Founder of ImpactRadius, Theresa Farmer, Managing Director of UnsubCentral, Peter Klein, General Manager of the MonetizeIt Affiliate Network, and Elizabeth Wasserman, Co-Founder and CEO of Mate1.

The diverse panel discussed the issues surrounding why top tier advertisers have shied away from the performance marketing model, opting instead to spend it through display ads or pay-per-click channels. Their conclusion was that a better understanding by advertisers of the benefits of the channel was needed. In essence, pay-for-performance marketing online has done a poor job of marketing itself.

The Summit attendees represented 65 of the online marketing industry’s top companies including Nielsen, Nokia, Digital River, Yahoo and MediaWhiz. This event drew double the attendees that the first event, held in New York in Nov. ’09, managed to attract.

“The direction from these leaders is clear, we need an agenda for change, and we need it fast, from all the parties that make up this extremely lucrative, yet misunderstood channel of internet marketing,” quipped Jim Lillig, the event’s organizer and’s Director of Business Development, “The industry is at a point where it is maturing and leadership is needed to get it past it’s formative years. The model is sound, it just needs the partners who are willing to make the tough choices so the entire industry wins.”

The next OfferVault Leadership Summit will be held in New York in November.

About, founded in 2007, is the premier hub for online pay-for-performance marketers to find media partners to promote the over 25,000 campaigns listed on the site. Over 29,000 registered publishers conduct research and establish relationships with online advertisers through’s unique and easy to use interface. aggregates over 90 Cost per Action Networks and individual advertiser’s campaigns. OfferVault offers unequalled exposure for agencies, networks, advertisers, media companies and ad exchanges to an ever increasing publisher audience.

Jim Lillig
Director of Business Development

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