“You've got a lot of guys doing top-of-funnels: branded TV, national reach, above-the-line type stuff. And then the affiliate, the term affiliate in this space, has been sort of relegated to that bottom of the funnel, high intense search-driven traffic. If you look outside this vertical, you see this shift of dollars from that sort of bottom-of-funnel low-end tech… you're seeing the operators expand and open up those marketing dollars into that mid-funnel.”
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Today’s guest is Allan Stone, the co-founder of Acquire.bet. Allan and I talked about his many years working behind the scenes in the affiliate industry and what working outside of gambling taught him about building relationships with customers.
We also discussed Google's recent changes, which heavily impacted gambling affiliates, and how the entire industry needs to shift to what Allan calls “mid-funnel,” which he describes as “anywhere else besides high intent search where you can buy inventory, but you're buying on a very targeted and surgical basis.
Don't miss out on Allan’s unique insights on adapting to Google's changes and navigating the mid-funnel approach for better customer relationships in the gambling affiliate space.
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