“When you talk about paid and self attribution platforms like Google or Facebook, these are the platforms that do attribution for themselves and that is how they charge you,” Bose stated, highlighting the aspect of scale.
Speaking about the pros of self attribution platforms, Bose shared that these channels give a larger control to the advertiser with respect to the input. “These platforms have a huge amount of owned inventory. The larger your owned inventory is, the easier it is to control the targeting at an advertiser’s end,” he added.
“On the other hand if you talk about affiliate platforms, the idea is to look at certain cost models that get you started,” he continued. Bose highlighted this with an example. “If you start with a cost model which is too top of the funnel, it might not give you a huge control on the mid or bottom of the funnel,” he said.
Gaur then raised a question about the reliability of affiliates, considering one cannot rely on platforms like Google and Facebook all the time. Bose responded that by relying solely on Google and Facebook all the time, one is just putting all eggs in one basket. “Every channel would have its own limitations to give you the right kind of scale at the right cost,” he added.
Affiliates come into play when one cannot rely on paid platforms because of the huge expense, according to Bose. “It gives you more variety in terms of the kind of advertising you want to do, the kind of platforms you want to target and the kind of users you want to target,” he said.
(This is an executive summary of the session. The longer version will be uploaded in the coming days)