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Affiliate Monitor Company-by-company Q2 results analysis
year and , in particular , other Europe ( up 111 %) and the rest of the world ( up 70 %).
Gillespie said it was worth noting that the disappointing North American performance was not down to any change in behaviour on the part of the operators . “ They don ’ t meaningfully change their approach to affiliates quarter-to-quarter or year-to-year ,” he added .
“ The thing that really drives our business is supply – how many people are searching for what we ’ re offering . The number of people searching for the highintent keywords in the United States continues to grow and we continue to capture a greater share of it .”
Asked about the falling customer acquisition costs noted by various US operators , Gillespie said this was down to the junking of more expensive marketing avenues such as TV , radio and outdoor and “ stuff you can ’ t track ”.
Whereas with affiliate traffic , “ they know that works because they can track it , they have the attribution . It ’ s black and white . There ’ s absolutely no reason that they would back off on that .
“ So , I think the reason the CAC has come down is because they have become more efficient overall . And as they have become more efficient , a greater proportion of their spend has come to companies like us .”
“ The number of people searching for the highintent keywords in the United States continues to grow and we continue to capture a greater share of it ”
CHARLES GILLESPIE , GAMBLING . COM GROUP
SHADES OF GREY
Less black and white is the situation with the media partnerships . “ From our perspective , there absolutely remains a bright future for these media partnerships , if they ’ re the right partnerships ,” he said . “ Certainly , the wheat has been separated from the chaff , big time .”
He added that Gambling . com Group had never done a lot of media partnership deals , “ but when we do them , we do them with very substantial publishers and that has absolutely inured to
our benefit as these partnerships have evolved .
“ But they are going to be less prominent than they have been in the past ,” he warned . “ We continue to be focused on being great partners to our media partners and are increasingly looking at all the different ways we can leverage our capabilities to help them beyond just organic SEO .”
Meanwhile , he also pointed out the success of the company ’ s owned and operated websites as being one big plus from the way Google treats content . iGB Affiliate Monitor