Retail is entering turbulent times. If the past is anything to judge by, many merchants will 0-rate their CPA, will stop paying their bills or go into administration. Others will thrive as demand for their products or services will surge, and will offer great offers to all content publishers who can drive sales to their websites.
Online audiences and spend are highly likely to soar, and Skimlinks' role is to make sure that our Publishers continue being rewarded fairly for the conversions they drive, irrespective of the strategy picked by individual retailers. Our position as an aggregator allows us to see at scale where each merchant sits and what alternative merchants are available, by publisher, across all networks.
We have set up a special team that:
- Detects which merchants will stop driving revenue following the COVID-19 outbreak (0-rating CPA, not paying their invoices, running out of stock or going into administration etc.).
- Directs Publishers towards merchants that represent great new opportunities based on the network-wide data that we see on our platform.
- Distributes this information to all our clients, weekly to start off with, and offer Publishers the possibility to soon replace the links dynamically to make things easier for Publishers' teams.