Networkplay Tradedoubler

Bertelsmann owned Networkplay has partnered with Sweden-based, NASDAQ listed performance marketing network Tradedoubler to offer performance marketing and targeting solutions to advertisers and publishers in India. The partnership gives Networkplay exclusive rights to use Tradedoubler’s technology and network in India, South East Asia and Middle East market, NetworkPlay told MediaNama.

The affiliate tracking service that Tradedoubler offers will be offered on the Networkplay network to advertisers. Speaking with MediaNama, Sajal Gupta, Director, NetworkPlay, said that the key feature of the platform is realtime attribution to merchants for affiliate sales of products, essentially de-duplication. The challenge for merchants in an affiliate business is attributing a sale to a publisher when an advertisement has initiated an action on more than one publishers website or email marketing campaign. “In multiple cases, in the journey to the transaction, someone has gone across two different sources, and both will be claiming this transaction. We will be able to integrate all the channels, and allocate payment on the logic set – first click or last click,” Gupta said. The Tradedoubler service allows an advertiser to set the parameters for attribution, and track the sale back to the correct (or designated) channel, in realtime.

The platform, importantly, allows tracking transactions on mobile – both application and the mobile web- which is critical for publishers in a market that is increasingly becoming mobile centric. However, for tracking to work effectively across channels, this platform has to be implemented by marketers across a campaign, Gupta concedes.

“The other part of it is that, from an affiliate point of view, it’s a data feed delivery system. The complete catalog of an e-commerce merchant can be made available to affiliate, to be used by comparison and content sites. As the datafeed delivery system is realtime, you’re able to go back and get a feed update, in case a product is sold out,” Gupta said. The system also allows integration with retargeting companies like kreetio and sociomantic, with a single code across an e-commerce site.

Of course, If this service has to work, the advertiser has to use this as an attribution tool for all his online marketing. Networkplay will become one line item on it. Traffic comingin from search, tyroo and others.

Last September, Networkplay had acquired captcha-based ad platform yoCAPTCHA for an undisclosed amount. Before that, it had acquired Smile Vun Group-backed mobile ad network Seventynine in November 2012. Networkplay itself was acquired by Bertelsmann’s Gruner and Jahr (G+J) in March 2012.