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Bob Glazer
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So what can a merchant do? Here are two examples of how top e-commerce brands have taken a smarter approach.
Tiny Prints’ (part of Shutterfly) award-winning affiliate program has a multiattribution model thanks to technology developed with its affiliate network and our company. Using its model, sites that show up at the very end of the purchase funnel (e.g., within a few minutes of purchase) may have their commissions reduced for those transactions if another content-based affiliate was overwritten and credit is given to the first affiliate. This approach has the dual benefit of making sure the right affiliates get paid and ensuring Tiny Prints isn't overpaying for orders that have a high channel overlap.
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Bob Glazer
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