网络广告联盟的起源

按:网络广告联盟,外国人的说法叫联盟营销(Affiliate Marketing),让不少站长和中小企业有福了。关于广告联盟的起源,人们一般都会提到亚马逊(如这里所说),但亚马逊并非广告联盟的开山鼻祖。显然,专家们做的功课还欠火候。到底最早是谁,众说纷纭。这里翻译一段维基百科上的说法,不保证完全正确,但至少文中提到比亚马逊更早的一些尝试。

收入分成的概念——为指定的交易支付佣金——比联盟营销和互联网出现得更早一些。1994年11月,差不多万维网出现的四年后,收入分成原则被引入到主流电子商务领域。

Cybererotica(Datafanr注:一家成人网站,你懂的)通过一个CPC(Cost Per Click,网络广告联盟付费方式这一,按点击付费)项目,成为联盟营销的早期创新者。

1994年11月,CDNOW发布了BuyWeb项目。CDNOW的想法是,音乐方向的网站,可以在它们的页面上写一些唱片评论,或者做一些唱片列表,这样,访客们可能会对购买这些专辑感兴趣。这些网站也可以提供一个使网站访客直接转向CDNOW购买唱片的链接。这种“远程购买”(Datafanr注:remote purchasing,不知道如何翻译)想法的最早出现是因为1994年秋关于格芬唱片公司的讨论。格芬公司的管理人员想直接在自己的网站上售卖艺人的CD,但又不想自己实现这个功能。他们问CDNOW能不能为他们设计一个程序,CDNOW实现了它。格芬公司实现了这样的功能:CDNOW可以把自己网站上艺人直接链接到格芬的网站,绕过CDNOW的首页而直接跳转到艺人的音乐页面。

CDnow-19961031 (点击图片看大图)

Datafanr附图:使用archive.org追溯到CDNOW网站1996年10月31日时的网站首页 Amazon.com(亚马逊)在1996年7月发布了合作项目,亚马逊的项目合作伙伴们可以在自己网站上放个人著作的横幅或文字链广告,也可以直接链接到亚马逊主页。

当网站访客从亚马逊联盟成员的网站点击链接到亚马逊并购买了一本书后,联盟成员会收到一些佣金。亚马逊并非第一个提供合作项目的商家,但它的项目最早被广泛知晓,成为后来者模仿的范本。

2000年2月,亚马逊宣布,已经获得一个联盟项目的专利,这个专利申请是1997年6月提交的。除PC Flowers & Gifts.com (1994年10月),AutoWeb.com (1995年10月),Kbkids.com/BrainPlay.com(1996年1月)和EPage(1996年4月)外,比其他大多数联盟项目都要早。

译自维基百科Affiliate marketing词条,原文链接。本人英语差,瘾头儿大,为免误导,请读原文:

The concept of revenue sharing—paying commission for referred business—predates affiliate marketing and the Internet. The translation of the revenue share principles to mainstream e-commerce happened in November 1994, almost four years after the origination of the World Wide Web. Cybererotica was among the early innovators in affiliate marketing with a cost per click program. During November 1994, CDNOW launched its BuyWeb program. CDNOW had the idea that music-oriented websites could review or list albums on their pages that their visitors may be interested in purchasing. These websites could also offer a link that would take the visitor directly to CDNOW to purchase the albums. The idea for remote purchasing originally arose because of conversations with music label Geffen Records in the fall of 1994. The management at Geffen wanted to sell its artists' CDs directly from its website, but did not want to implement this capability itself. Geffen asked CDNOW if it could design a program where CDNOW would handle the order fulfillment. Geffen realized that CDNOW could link directly from the artist on its website to Geffen's website, bypassing the CDNOW home page and going directly to an artist's music page. Amazon.com (Amazon) launched its associate program in July 1996: Amazon associates could place banner or text links on their site for individual books, or link directly to the Amazon home page. When visitors clicked from the associate's website through to Amazon and purchased a book, the associate received a commission. Amazon was not the first merchant to offer an affiliate program, but its program was the first to become widely known and serve as a model for subsequent programs. In February 2000, Amazon announced that it had been granted a patent[9] on components of an affiliate program. The patent application was submitted in June 1997, which predates most affiliate programs, but not PC Flowers & Gifts.com (October 1994), AutoWeb.com (October 1995), Kbkids.com/BrainPlay.com (January 1996), EPage (April 1996), and several others.

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