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Yesterday eBay (EBAY) flexed its muscles and moved its entire affiliate program to what looks like an internally developed system called the eBay Partner Network [ePN].
Commission Junction [CJ] the affiliate component of ValueClick (VCLK) has long touted eBay as its largest customer. I noticed VCLK stock fell yesterday. Has Wall St. pieced all of this together yet?
What's worse for CJ/VCLK are these three scenarios:
- Emboldened by eBay's ease of leaving, CJ sees other large publishers leave the system.
- What if eBay decides to compete directly with CJ and offer other publishers into the eBay Partner Network?
- I've often wondered when Amazon will decouple its amazing affiliate (associate in their lingo) system from Amazon and offer it as a stand-alone service, within the family of Amazon Services offerings (S3, FBA, M@, etc.)
At ChannelAdvisor, we don't have a direct affiliate offering, but we are definitely seeing the trend where our retailer customers would prefer to go direct with their largest affiliates and I think what we're seeing here is the beginning of a lot of changes in the world of affiliates.
Disclosure: I am long Google (GOOG).
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