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Bob Glazer
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Counting on these kinds of affiliates for the majority of a program's affiliate sales has two major downfalls:
- these affiliates are overwriting the cookies of affiliates earlier in the funnel who actually introduce new customers to a brand; and
- these affiliates are being paid a new customer premium for targeting existing customers.
The impact of No. 1 is what often ultimately encourages quality affiliates to leave the program due to poor performance, and No. 2 can dramatically impact program costs and lead to high channel overlap.
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Bob Glazer
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