Advertisers
An advertiser is the organization which owns the campaign and engages
Publishers/Affiliates and/or Ad Networks to drive traffic to there web
properties.
Organizational Interest
An Advertiser is continually trying to develop relationships with organizations
such as Publishers and Ad Networks which can help drive consumers to their web
properties. Advertisers often try to recruit and establish direct relationships
with Publishers. In addition, Advertisers will also try to establish
relationships Ad Network in order to gain access to their (often larger) base
of Publishers more quickly than they could directly.
Compliance Concerns
According to the CAN-SPAM Act the Advertiser
shares compliance responsibility for actions of the Publishers and Ad
Networks which they engage, but have no way to enforce their own corporate best
practices or the law because Advertisers can’t see all the email being sent on
there behalf. The FTC states that advertisers have an obligation to monitor
third parties and resolve issues in a timely manner, as the advertiser is the
ultimate financial beneficiary of the email campaign.
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Are Affiliates using approved/relevant SUBJECT lines?
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Are Affiliates using accurate FROM lines?
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Are consumers’ unsubscribe requests being honored within 10 days?
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Is my suppression file being misused by Affiliates?
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Are Affiliates including a postal address in the body of all emails?
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Are consumers being offered a working unsubscribe option?
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Is my campaign being sent through an open relay?
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Is my campaign being sent to harvested email addresses?
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Are Affiliates sending email using forged email headers?
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How can I screen new Affiliate applications and check reputations?
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How can I research the reputation of a network or Publisher before working
together?
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How can I manage and resolve reputation issues with Publishers and Ad Networks?
Monitor Types: URLs, Reply Remove Emails
Collaborative Compliance Need: High
Liability: Full CAN-SPAM Compliance
Compliance Solution: CAN-SPAM
Compliance Monitor
Brand Protection Solution:
BrandAlert
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