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Roundtable: In-App Tracking - Is this a Missed Opportunity in the Affiliate Channel?
The last 12 months has seen the world of online sales change dramatically. Particularly during the Coronavirus pandemic in 2020, as consumer purchasing behaviours shift from in-store to online, there’s been record levels of sales in e-commerce driven by mobile activity and in-app purchases. For instance, in Q1 2020 alone, app downloads increased by 20% (5% in Google play and 15% in IOS app store).

But are these sales being tracked effectively and should advertisers incorporate this into their programs?

Is there value for affiliates and how can networks support this?

According to recent stats estimated by Global Savings Group, 7% of transactions in the affiliate channel can be attributed to app transactions. Looking at the US for example affiliate marketing is projected to be worth $6.8 billion, in-app sales accounting for $450 million, giving you an idea of the size of the opportunity from tracking in-app transactions.

So is this a huge opportunity being missed in the industry?

In this roundtable discussion, we ask representatives from some of the leading global networks on the value in-app tracking can bring to the advertiser and their affiliate programs. In addition, we will discuss why this phenomenon is being missed and should there be services in place from networks to successfully track in-app activity from affiliate sales.

Panellists:

Clementyne Lavender, strategic partnerships manager - in-app tracking specialist, Awin

Kate Knight, director, publisher development, CJ Affiliate

Rakhee Jogia, VP publisher partnerships, international, Rakuten Advertising

Irina Dan, product commercial director, Tradedoubler

Moderator:

Mustafa Mirreh, senior digital journalist, PerformanceIN
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