A4U Expo in Brief

The Equator affiliate team is back in rainy Glasgow following a very busy and informative trip to Barcelona for the A4U Expo. As ever, the event was exceptionally well organised by the team at A4U and we’re certain that agencies, networks, merchants and affiliates alike found value in the insightful talks, workshops and buzzing networking parties.

The Equator affiliate team is back in rainy Glasgow following a very busy and informative trip to Barcelona for the A4U Expo. As ever, the event was exceptionally well organised by the team at A4U and we're certain that agencies, networks, merchants and affiliates alike found value in the insightful talks, workshops and buzzing networking parties.

One of the hot topics this year was incrementality, with the strategy team from Affiliate Window sharing insightful ideas as to how we can analyse the consumer journey and truly understand the value added by affiliates.

Closely linked to this is the ever-pertinent multi-attribution debate - with affiliate cookies overwriting one another, should we be rewarding each one that contributed to the sale? The true question lies in how we go about this, and day 2 of the conference saw Benny Arbel from Mythings, Fleur Lamers and Chechu Lasheras from Zanox and DC Storm's Lewis Lenssen discuss the practicalities and implications of such a model.

Without question, the most pertinent theme of the conference was mobile: With device-level transaction reporting now available from most networks, we can now truly understand the sheer volume of revenue generated via mobile, though we still don't have a true representation of this. Kevin Edwards, strategy director at Affiliate Window, presented some staggering statistics - an estimated £27million of affiliate revenue won't be tracked this year due to the absence of affiliate tracking on many merchants' mobile sites - and that's on Affiliate Window alone!

The keynote speech was undoubtedly our personal highlight. Presented by the engaging and entertaining Scott Seaborn of XS2theworld, we heard some very exciting predictions about the future of mobile and hyper-connectivity between hardware and software. We were also lucky enough to see a sneak preview of a very cool app designed for one of the biggest brands in the world.

Thanks to all involved!

If anyone would like to follow up on A4U Expo discussion, please get in touch at: jennifer.rogerson@eqtr.com