{"id":7460,"date":"2024-11-08T13:04:31","date_gmt":"2024-11-08T13:04:31","guid":{"rendered":"https:\/\/sbceurasia.com\/en\/?p=7460"},"modified":"2024-11-08T13:04:36","modified_gmt":"2024-11-08T13:04:36","slug":"optimizing-connections-between-affiliates-and-operators-through-postback-solutions","status":"publish","type":"post","link":"https:\/\/sbceurasia.com\/en\/2024\/11\/08\/optimizing-connections-between-affiliates-and-operators-through-postback-solutions\/","title":{"rendered":"Optimizing Connections Between Affiliates and Operators through Postback Solutions"},"content":{"rendered":"\n

Tracking clicks through postbacks is key to ensuring a return on investment for operators according to a trio of industry experts. <\/p>\n\n\n\n

These insights were offered on the latest SBC Webinar<\/strong>, titled \u2018Building Trust and Optimizing Channels: The Power of Postback Data in iGaming\u2019.<\/p>\n\n\n\n

Clinton Cutajar<\/strong>, Chief Technology Officer for MediaTroopers<\/strong>, began by explaining that users can come to operators through two different paths.<\/p>\n\n\n\n

These can be through affiliate traffic, such as a comparison website comparing different offers, which appear in search engine results pages (SERPs) or via paid media, usually in newspapers or other published mediums where affiliates bid for advertising space. <\/p>\n\n\n\n

From there, Cutajar continued, stating that affiliates must maintain software that tracks when a user has clicked on a website and then subsequently if the user becomes a first-time depositor (FTD).<\/p>\n\n\n\n

Once this occurs, the affiliate tracking platform sends a notification back which is called a postback. <\/p>\n\n\n\n

On the importance of these notifications, Cutajar said: \u201cIf the traffic comes from paid media, usually there are publishers who need to be notified that this particular campaign is converting.<\/p>\n\n\n\n

\u201cPaid media is not cheap and there is a budget which is being dedicated to a campaign. If this notification is not sent or campaigns that are not converting aren\u2019t stopped, the campaign is losing money. From there, the publisher can either attribute more money towards converting campaigns or non-converting campaigns can be stopped.\u201d<\/p>\n\n\n\n

\u201cTimely feedback on how campaigns are converting is absolutely critical,\u201d agreed Geoffrey Smorong<\/strong>, VP of Operations at Income Access<\/strong>. He added that a more profitable campaign means that affiliates have \u201cmore money to invest into sending the operator more customers\u201d. <\/p>\n\n\n\n

Although this seems simple in theory, there are a number of challenges with the postback feedback system.<\/p>\n\n\n\n

Smorong explained: \u201cOne of the key elements we\u2019re talking about here is that server-to-server postback and that ability to get real-time information, particularly to the paid media affiliates. There are a couple of challenges here that we see from the Income Access side, especially when working directly with the operators.<\/p>\n\n\n\n

\u201cAs an affiliate, you\u2019re going to approach an operator and say, \u2018I need postback so that I can optimise my campaigns in real-time\u2019. Depending on what affiliate system, or lack of affiliate system, the operator is working with, they may have to take a postback from you which may or may not be easy for them to implement on their site. <\/p>\n\n\n\n

\u201cThen there\u2019s the consistency of [the postback]. What is the format of the postback? What does it look like? What endpoint are you going to send it to? <\/p>\n\n\n\n

\u201cAll these things aren\u2019t manageable, but as we\u2019ve touched on already, it\u2019s very fast-paced and you need to move quickly. If there\u2019s a lot of back and forth and time taken to do this, it\u2019s lost money and can be a lost opportunity as markets move quickly.\u201d <\/p>\n\n\n\n

Cutajar also cited the issue of scale as a problem for the system. Depending on the parameters set, a retention window for looking back at the clicks over a period of time after the initial click could mean that the system has to retain a huge number of clicks at the same time. <\/p>\n\n\n\n

He said: \u201cImagine all the systems that pass along the way that amount of storage log entries that need to be maintained, and it\u2019s not like they are archived. These need to be query bills so we can say click 12345 converted. <\/p>\n\n\n\n

\u201cIt\u2019s not like you need to wait for two hours until you get a response from somewhere and then you convert, usually this is within seconds. So imagine that load on the different systems that exist. Different channels, different operators and everyone passing traffic from everywhere.\u201d<\/p>\n\n\n\n

Also on the agenda during the hour-long discussion, which also featured Marcin<\/strong> Kumiega<\/strong>, Business Development Manager for Voluum<\/strong>, was the difference between paid media and SEO for igaming operators.<\/p>\n\n\n\n

The experts noted that SEO websites have a greater conversion rate as they are often accessed by dedicated igaming players, however, paid media has the opportunity to reach a greater number of consumers.<\/p>\n\n\n\n

You can watch the full webinar by clicking here<\/strong><\/a>. <\/p>\n\n\n\n

Don’t forget to subscribe to our Telegram channel<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"

Tracking clicks through postbacks is key to ensuring a return on investment for operators according to a trio of industry experts.  These insights were offered on the latest SBC Webinar, titled \u2018Building Trust and Optimizing Channels: The Power of Postback Data in iGaming\u2019. Clinton Cutajar, Chief Technology Officer for MediaTroopers, began by explaining that users […]<\/p>\n","protected":false},"author":7,"featured_media":7461,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[5,7,1],"tags":[10391,10388,10387,10390,10392,10389,10393],"class_list":["post-7460","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gambling","category-igaming","category-news","tag-clinton-cutajar","tag-geoffrey-smorong","tag-income-access","tag-marcin-kumiega","tag-mediatroopers","tag-sbc-webinar","tag-voluum"],"yoast_head":"\nOptimizing Connections Between Affiliates and Operators through Postback Solutions - SBC EURASIA EN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sbceurasia.com\/en\/2024\/11\/08\/optimizing-connections-between-affiliates-and-operators-through-postback-solutions\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Optimizing Connections Between Affiliates and Operators through Postback Solutions - SBC EURASIA EN\" \/>\n<meta property=\"og:description\" content=\"Tracking clicks through postbacks is key to ensuring a return on investment for operators according to a trio of industry experts.  These insights were offered on the latest SBC Webinar, titled \u2018Building Trust and Optimizing Channels: The Power of Postback Data in iGaming\u2019. 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