Ready, Steady, Go!
Back in 2008, we saw the launch of Google's Affiliate Network (GAN), following its acquisition of display network Double Click. The internet giant's new platform promised to rival those who already accounted for a significant proportion of the market. The likes of Affiliate Window and Webgains faced threats of faster payments and a nicer interface from a corporation not to be reckoned with. However, this only encouraged the affiliate veterans to step things up a notch. Furthermore, as with most, affiliates had a bit of a love/hate relationship with Google so its fate was going to be interesting.
Five years later, Google has announced that it is pulling the plug on their affiliate network. In its official statement, Google cited that it plans to "focus on other products" that drive better results.
You may wonder how this went so wrong for the internet giant which has monopolised so many other areas of the online industry. As highlighted in this article, if you are not innovative in a competitive market, then you will get lost and that was their downfall.
So what does this mean for the industry, as GAN winds down? The US market has wasted no time capturing the lost, gently welcoming those GAN expats with client friendly offers such as free audits and in depth account analysis. Seems that it could actually be good for the affiliate industry!