Hello Philippe, thank you for accepting our interview! We’re delighted to be able to highlight your expertise and that of Sirdata on our blog.
First of all, could you introduce yourself and Sirdata?
I’m Philippe Baron, and I’ve been working in the digital sector for over 20 years, with experience of the different levers used in affiliation: content creation, emailing, SEO and, for the past ten years, retargeting and display in general.
Sirdata was created in 2012 with the idea that retargeting was a highly effective tool, but one that depended on the site’s existing audience. The objective was therefore to find similar audiences from site publishers, such as portals, comparators, etc.
Since 2018 and the entry into force of the RGPD, Sirdata has been building up these affinity audiences with publishers in exchange for free, unlimited use of the CMP that our team of experts has developed. This also enables us to guarantee data compliance.
What solutions do you offer advertisers on affiliation platforms?
Thanks to our experience in retargeting and our access to media buying platforms, we can implement display retargeting campaigns at CPA (% on generated sales). To do this, we use the merchant’s data to track visitors to the networks of sites from which we buy impressions. The aim is to bring them back to the site to complete their purchase. Despite the gradual disappearance of the third-party cookie, this technology still works well to generate qualified traffic and sales.
What advice can you give to advertisers looking to activate display affiliation?
The success of a display campaign can be summed up in 3 words: DATA – MEDIA -CREA
- Data : it’s all about implementing the tags supplied by the platform and possibly by the affiliate, so that the data flows are as complete as possible, whether it’s a question of the retargeting tag plan or the implementation of conversion tracking. The more data we have, the better we can distribute.
In this respect, we recommend the use of a CMP based on the IAB standard TCF (Transparency & Consent Framework). For advertisers and publishers who so wish, we make our Sirdata CMP available free of charge, and support them in its implementation.
- Media : the distribution framework is as important as the targeting. The inventory on which we broadcast is made up of hundreds of sites, mainly French-speaking, including national and regional daily press sites, magazines, generalist portals, TV/radio, services, weather, ads, tutorials, blogs, and so on.
We are constantly on the lookout for fraudulent sites and inappropriate content. But for CPA campaigns, the problem doesn’t really arise, since the robots used by certain fraudsters don’t have credit cards to make purchases! That’s one of the advantages of affiliate marketing: you only pay when there’s a transaction.
- Créa: attractive banners maximize the click-through rate and therefore site traffic. This requires both exclusive offers and high-impact formats.
It is also necessary to respect technical constraints, in particular maximum weight to facilitate web page loading. As affiliation is first and foremost a partnership between the affiliate and the advertiser, we don’t hesitate to make recommendations to advertisers who wish to do so.
What sets Sirdata apart from other retargeters?
In addition to pure performance, we are also committed to activating targeting other than retargeting, thanks to our behavioral or contextual data segments.
As soon as a campaign is profitable for Sirdata, we will seek incremental traffic from affinity audiences or content.
This pretargeting strategy isn’t really profitable with a CPA commission, not least because of the “last click” cookie attribution rules, but it does broaden the pool of users to be retargeted and therefore improves overall retargeting performance. Pretargeting volumes depend on revenues
generated by the campaign, but depending on the advertiser’s needs, we can deliver a pre-defined volume of traffic on a CPC or CPM basis.
And finally, a word about your collaboration with Casaneo?
We’ve been Casaneo affiliates for almost 10 years now, and I hope it’ll continue for a long time to come! I’ve always appreciated the quality of our discussions, particularly on all the subjects surrounding display in general and data in particular. I’d like to thank Casaneo for giving me the opportunity to speak. I think it’s the first time a platform has communicated in this way, and it’s quite representative of what Casaneo brings to the table: that freshness, that conviviality and that mutual trust that’s essential to bring an affiliate program to life beyond the simple commercial relationship between a customer and a supplier.
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