Dear COMMISSION JUNCTION: We’re not that lazy

Three separate times during the first CJU podcast describing the upcoming network changes, the hosts said that they realize how much work it will be for search publishers to comply with the new Link Management Initiative. Here is my response: It isn’t that we’re lazy, we honestly think this is a bad idea.

Sure, you’re giving publishers plenty of time to make the switch, but it isn’t about the time required. With my database-driven sites and product feeds, I can make the change faster than most; I won’t have to search-and-replace anything. The fact is that I will choose NOT to make this switch. It will be easier for me and better for my sites and the user experience if I look to other merchants and other networks that will still provide links in the proper format of the web (1.0 and 2.0) — and that is HTML. I listened to the entire podcast waiting to hear one benefit to me or my users… these are the best reasons they gave as to why they are making the switch and the benefits I, as an affiliate, might gain from it:

CJ: There is a “significant move in the industry towards javascript links” by other companies such as “Google Adsense.”

When did I become a contextual advertising publisher? I thought I was an affiliate?

CJ: Other affiliate networks are “offering javascript links or have announced the intention to do so. This is a trend.”

Notice that other networks are offering the links, not forcing them down the affiliate’s throats with 100% changeover necessary. And just because LinkShare thinks it is a good idea, doesn’t mean that it is. May I suggest you also install Synergy Analytics?

CJ: Visitors to your site will get the “same user experience as legacy links” but these are “more future proof.”

I didn’t hear one feature of ‘future proof’ that is advantageous. I will now be relying on merchants to update the link text? The same merchants with datafeeds that are months out of date and are still running coupons from April? I take care of my sites daily, I write proper copy that fits with my visitors, and I make sure that the offers and coupons are up-to-date — that is why I get paid a commission.

CJ: Support for multimedia and link rotation

Those sound like great options to have. Why should that change my sites that wouldn’t use either one?

CJ: Javascript links are dynamic — “if an advertiser wants to change an ad, they can do it (…without the publisher having to do it)”

Yea, that is fantastic. If we wanted that, we’d sign up with Adsense or YPN and save a lot of hassle.

Sorry, CJ, you didn’t convince me at all. Everything about this initiative indicates that you are switching to a contextual advertising model and away from traditional affiliate advertising. I’m sure many of your affiliates will make the switch and business will carry on, but I’m also sure that many top affiliates will realize it is easier to switch networks than to switch link types.

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