Written by Shenaly Amin, Head of Marketing at Rightlander, who are one of the founding members of the APMA and a leader in affiliate marketing compliance.
This case study was written for the APMA report, State of the Nation 2024: Affiliate and Partner Marketing
Rightlander partners with over 300 brands across the finance, trading, gaming and retail sectors. Our proprietary technology helps online brands monitor their global content to ensure compliance with industry and brand guidelines, safeguarding brand integrity while also searching for opportunities for brands to maximise marketing impact.
The Challenge
A client in the video games market with a global partner programme faced regulatory scrutiny over the actions of some publishers and needed to identify their traffic sources. With high visibility among minors, the client was particularly concerned as several of their publishers were promoting content subject to age restrictions in various countries. This raised challenges related to geographic regulations and age-appropriate content. The client needed to know who was promoting their brand and wanted ongoing content monitoring.
How did Righlander fix it?
Understanding the client’s needs, Rightlander integrated INTEL’s latest feature, “Trackback” with the client website. This tool provides advertisers with traffic sources data and demographics. Trackback is embedded into the advertiser’s landing pages.
Trackback’s capabilities include:
- Traffic Source Recording: The tool records the specific traffic sources, offering a clear view of which channels drive visitors to the site.
- Click Tracking: Trackback captures the number of clicks per channel
- Location Capture: The tool also records the geographic location of incoming traffic, providing insights into localised behavioural patterns.
The Results
The client initially estimated the presence of approximately 500 active affiliate codes spread across 140 websites and social media channels. However, our analysis revealed over 1,000 active codes across more than 500 websites, including social media and video platforms. We also identified 61 websites that were potentially breaching regulatory compliance guidelines.
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About the author
Shenaly Amin graduated in Advertising and Public Relations, aiming for a career in an ad agency but entered the online gambling industry in 2008. She worked with companies like InterCasino, Game Account Network, and LeoVegas before joining Rightlander in August 2019 to lead marketing efforts. Over the years, she has focused on affiliate growth, marketing strategies, and helping iGaming operators expand into new markets. Outside of compliance, she enjoys practicing yoga.
