However, what struck me is the fact that Affilinet will continue to the following things for eBay here:

• program management
• affiliate scouting
• program development

Now, isn’t this what we usually describe as “affiliate agency services” or “outsourced program management” (OPM)?

Granted, all networks are more than just technical solution providers. They try to push their affiliates into the most profitable programs, share data, and so on. Everyone is out there to get the most out of things.

However, networks must maintain a minimum level of neutrality. I think with Affilinet  openly providing full service to a single merchant they’ve lost their neutrality. I’m a strong believer in the separation of powers between merchants, affiliates, networks, and agencies. Fishy stuff will happen whenever you mix up the roles.

Ask yourself: If you were a merchant, would you run an affiliate program on a network which is also the full-service agency of your competitor?

I have to say that ebay’s move makes perfect sense. The company is capable enough to run a tracking system on their own and adapt it to the needs of their affiliates. Here are some examples of the advantages of their in-house system:

• Easy global registration to multiple countries simultaneously
• New, targeted banners and rich media creatives
• New landing page optimization and geo-targeting capabilities
• More detailed reporting capabilities for eBay’s programs