DMA Offers Guidelines for Online Advertising, Affiliate Marketing

Share this content:

NEW YORK -- The Direct Marketing Association has released a document highlighting best practices for online advertising and affiliate marketing networks.

The document, from the DMA's Internet marketing advisory board, provides guidelines for online advertising and affiliate marketing strategies. It stresses responsible advertising and brand protection in an evolving interactive market.

Central to the guidelines are the concepts of legitimacy and legality. The DMA advises marketers to get assurance from ad and affiliate networks that they fully comply with the law. Marketers also are urged to perform due diligence on firms.

Getting details of the agreement in writing gives marketers a tool to enforce placement, duration and formulas. The DMA states that altering an offer by an ad or affiliate network is prohibited and is grounds for contract termination.

Agencies should implement an in-house process for accessing ad placements and contracts with the ad network and affiliates.

The DMA document is available at

Loading links....

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here