I do numerous free consultations a month for merchants that want to start new affiliate programs. I recommend what I think is the best tracking solution for their needs and also refer them to the outsourced affiliate management company that is the best fit for their specific situation.

Kowabunga, a couple years ago, was one of my top recommendations. Lately however when merchants ask about MyAp, Kolimbo or Kowabunga I say something like “you know, I’m not quite sure they are still major players – they’ve been quiet for so long I think they may be asleep or focusing elsewhere.” Well it looks like they just woke up. Actually they were never asleep, just quietly working on some new solutions. (Sorry guys, I live in the blogosphere now and if you are out of sight, you’re out of mind.) ;-)

Jeff Doak just blogged some interesting observations about the industry and shares how the brand new version of MyAp addresses some of these issues.

Kowabunga Blog: MYAP v9 and Multi-Channel Affiliate Marketing “Over the past couple years we’ve noticed some interesting trends in the management of affiliate programs. Programs have become generally smaller, with more attention to particular affiliates instead of programs with thousands of affiliates. Fraud and spyware has increased. Commission structures have become more flexible and complicated. But more important than all this, affiliate marketing has become an increasingly important part of every company’s overall marketing efforts, and with that increase in importance has come a careful analysis of the actual value of not just the affiliate channel, but each affiliate in that channel.

This analysis encompasses such questions as, “How valuable is a rebate affiliate? What if they’re taking affiliate commissions on mostly repeat customers or customers I already paid to drive to my site?” Or, “I’m paying a lot each month in PPC fees with Google, how do I know I’m not paying an affiliate a full commission for referring a user to my site who actually first found me via one of those expensive keywords?” And even more complicated questions about the role of various ad channels and how they cross over with affiliate marketing.”

He then goes on to list a myriad of new MyAp features help address the issues above.

They also have new RSS Coupons and Dynamic Coupon Links.