2017 Challenges in Technology

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It is the end of 2016 which was a good year for LinkConnector and our technology. So, it is time to look forward to 2017 and the technology challenges and opportunities it will present. Instead of simply taking a parochial view of LinkConnector’s technology, I thought I would look at the technology challenges facing the performance marketing industry in the next year. Let’s dive right in:

Distributed Denial of Service (DDoS) Attacks

Our industry is not alone in facing these threats as there were several episodes that occurred this past year including the Dyn DDoS attack that occurred on October 21st and the less publicized attack on the Rio Olympics.

DDoS attacks cripple the websites that experience them which for performance marketing means not serving ads or tracking user activity. Without promotion and tracking of essential performance metrics, commissions can’t be recognized and revenue for affiliates, merchants, and networks is lost. Even a minimal disruption can cause the loss of tens of thousands in revenue depending on who is affected and for how long.

Most networks have effective DDoS mitigation, but it is an uphill battle that we are constantly fighting.

Ad Blocking

Another revenue reducing technology impacting performance marketing is ad blocking. Ad blocking removes ads from a web page on behalf of users, so they won’t have to see them. Unfortunately, since the web has grown up primarily as an ad-supported system, the blocking of ads makes it likely that much of the “free” content will either convert

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