ADOTAS — Online auctioneer eBay unveiled a new global affiliate program today – the eBay Partner Network — for publishers in a bid to drive traffic to its site. eBay is taking over the management of affiliate programs for its core site and for Half.com from ValueClick to align the program with its publishers’ needs and those of eBay’s community at large, the company said.
“Affiliate partners are central to eBay’s ongoing strategy of improving the user experience and increasing engagement,” said Matt Ackley, vice president of Internet marketing at eBay. “The new eBay Partner Network will allow us to have a direct relationship with our affiliates, innovate faster and deliver new products and tools in a more timely and efficient manner, providing new revenue opportunities for our affiliates and creating a more streamlined user experience for our buyers and sellers.”
The 100,000 affiliates will migrate from ValueClick’s Commission Junction platform to its new in-house operation by May 1. eBay says its affiliate marketing program is one of the most successful traffic-driving tools it has; affiliates get paid to send traffic to eBay from their own sites.
GetItNext, a search engine for eBay listings, told PC World that it’s happy with eBay’s ouster of ValueClick.
“ValueClick’s Commission Junction does a fairly good job, but the product over the years has grown a bit stagnant and hasn’t been keeping up with the demands affiliates have had,” said Ron Stewart, GetItNext’s CEO.
eBay will continue its ad-serving relationship with ValueClick’s technology arm, Mediaplex. ValueClick’s Commission Junction will continue its relationship with eBay’s Tradera AB, ProStores, Inc., Reseller Marketplace, Media Marketplace, eBay Stores and StubHub.
In the wake of the news this morning, ValueClick’s stock tumbled about 5.5% to $16.51.