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Adtribution Seeks to Solve Last-click Problem

Posted on 7.23.2011

Affiliate tracking software as a service (SaaS) provider HasOffers recently announced the development and beta signup process for a new offering designed to allow advertisers to compensate multiple affiliates for their influence in a single user’s buying decision.

More than 1,500 advertisers, publishers and networks have responded to the announcement by applying to be among a select group of beta testers for the product, called Adtribution. The beta testing period will aim to address the “last click” problem by allocating compensation to millions of publishers that provide valuable brand-engaging content but who are rarely responsible for providing the last click (or interaction) before a purchase.

According to Forrester, 45 percent of hard goods shoppers are influenced by more than one touch point before purchasing and 53 percent of soft goods shoppers had two or more touch points. The online buying landscape has changed dramatically in recent years but affiliate tracking has remained very much the same, only compensating the last touch point in the purchase path.

HasOffers is currently in production on a tracking platform that targets the need for more reliable, more transparent tracking technology to support advertisers, networks and publishers in the rapidly changing affiliate marketing industry. Affiliates are still encouraged to apply for access to the Adtribution beta to help reach a faster solution.

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