Blask, an analytics platform designed for the iGaming sector and powered by AI, is on the verge of unveiling a new feature that will track operator brands' visibility on affiliate websites daily and provide documented proof of their placements. In an interview with CEO and Co-founder Max Tesla, he explained how the industry has historically relied on trust for affiliate placements and the expected impacts of their new capabilities.
When asked about the new Affiliates feature, Tesla stated that it will allow operators to see exactly where their brands are positioned on affiliate pages alongside competitors on any given day. The tool will indicate whether the brand is in second or eleventh place and track movements over time. This process involves discovering affiliate sites, identifying relevant pages that exhibit brand rankings, and capturing daily snapshots of brand standings.
Tesla described the problem they aim to resolve, highlighting that affiliate placement deals typically are contractual agreements where operators pay for specific logo placements without any verification. Currently, operators receive only screenshots from affiliate managers, which can be biased, leading to no accountability for placements each month across the industry.
The data collection process is straightforward, according to Tesla. It consists of three major steps: firstly, a continuous discovery process that adapts dynamically rather than relying on a static list; secondly, classifying pages from various sites to locate those featuring brand rankings; and thirdly, consistently logging data about brand positions on those pages, including screenshots for verification.
Building this feature posed its own challenges, particularly with ensuring that the ranking logic could effectively handle real-world variations on web pages. Tesla recounted an early issue where a brand's presence was misreported due to lazy-loading images, showcasing the need for thorough verification processes to avoid misinterpretation of data.
When asked if affiliates or operators could potentially manipulate brand placements to align with Blask’s crawling times, Tesla pointed out that anyone who would go to such lengths raises questions about their practices. The evidence lies in the screenshots captured, rather than any numerical interpretation generated post-factum.
Operators will gain substantial capabilities with this feature: they can confirm that their brands appear where contracts stipulate and access a timeline of brand visibility, enabling them to monitor competitor activity effectively. This dual functionality provides not only a verification tool but also a means to gather competitive intelligence.
Tesla emphasized that the feature also benefits affiliates, enhancing their transparency. Affiliates will be able to provide potential operators with verified data showcasing their performance metrics, similar to the evolution seen in advertising networks when verification became standard.
The challenge of developing this affiliate tracking feature lies in the multitude of uniquely designed web pages in the affiliate space, which frequently change. Previous attempts to standardize have not been successful due to the manual oversight required, motivating Blask to pursue an innovative solution to this issue.
Blask aims to integrate this new feature seamlessly into its existing platform, echoing the company's commitment to revealing actionable market signals. The affiliate placement data will complement insights from over 5000 brands already monitored by Blask.
Looking forward, Tesla indicated the launch would occur in the coming weeks, starting in Brazil, a significant market for affiliate marketing. This will precede broader coverage as the feature continues to develop. Tesla aims for a transformative shift in how affiliate performance is assessed, aspiring that in a year, the Blask Affiliates feature will become the primary tool for iGaming affiliate managers, replacing outdated practices like email attachments and spreadsheets.
