PMA Industry Report: Coupons and Deals Sites

by Lisa Picarille on March 3, 2011

Welcome to the Performance Marketing Association Industry Report, a podcast dedicated to the most pressing issues impacting advertisers, publishers, networks and agencies.

Connie Berg and Todd Crawford joined Lisa Picarille to talk about the latest affiliate marketing happenings in the coupons ad deal space.

Connie is the Founder of, which offers discounts and coupons from online retailers. She is also the founder of, a consolidated coupon data feed for affiliates covering most major affiliate networks and almost 5,000 merchants. Connie has been an affiliate for over a decade. She actively opposes unethical affiliates and practices within the affiliate community and is also active in the fight against anti-affiliate legislation. Connie is the winner of the 2004 LinkShare Golden Link Most Vocal Advocate Award and the 2008 Affiliate Summit Pinnacle Award – Affiliate of the Year Award.

Todd is an industry veteran. He’s a co-founder of Impact Radius, a multi-channel, performance advertising platform. Prior to Impact Radius, he served as vice president of sales and business development for Digital River’s affiliate network, oneNetworkDirect. Todd also contributed to the founding team at Commission Junction in 1998 and led its business and sales development efforts as vice president for more than seven years. In 2007, Todd won the Affiliate Marketing Legend Award at the Affiliate Summit Pinnacle Awards in Las Vegas.

We began talking about which deal companies are currently getting it right. We then moved on to discuss merchant concerns over high redemption rates; establishing good relations between affiliates and merchants; the rapid rise of localized deal sites like Groupon; how affiliates can capitalize on local deal site offers; what can be done to drive higher response rates; tools for merchants and affiliates to manage and track coupons; how to stop coupon scrapers; what types of standardization could be employed to make it getting coupons to affiliates more streamline and much more.

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