Affise’s founder Dimitri Zotov believes that Partner Marketing space will see huge growth in the next few years.

Dmitri Zotov, Founder of Affise, talks us through their performance marketing platform, the importance of maintaining the highest levels of customer data security, and also shares his thoughtful insights on the affiliate/partner marketing space in his latest interview with Media 7.

Affise to be a platform where customer data security is of the highest standard. We wanted our commitment to security to be more than just words.

MEDIA 7: From being a software engineer to co-founding one of the fastest-growing performance marketing companies, you have come a long way. What would you like to tell us about this journey?
DMITRI ZOTOV:
Originally, I trained as a software engineer, so this has been a pretty unexpected journey. One of my first jobs was to build a new software platform for managing an affiliate network, and that was how I first got into performance marketing. We built a really large network that pushed the boundaries of what was possible at the time. It was a great experience and of course, a great way to learn about performance marketing from the ground up.

After working as a software engineer for another performance marketing company, I decided to strike out and build my own affiliate network. This was when I really learned how the industry worked - what was great, and what needed fixing. I worked hard and we made it into the top ten of Russian affiliate networks before I sold the company to Zorka. At this point, I knew I wanted to make something really new that would fix some of the problems I’d seen first-hand in affiliate marketing. I realized that too much of the affiliate marketing industry lacked transparency. Marketers were asked to pay for things they don’t actually want or need, like clicks, instead of meaningful actions like sales.I was really lucky my co-founder Stanislau Litvinau had a similar vision, and so Affise was born!


M7: Interesting. Recently, Affise passed one of the most complicated certifications about data privacy (SOC 2 Type II).What has been the strategy behind achieving such prestigious recognition?
DZ:
I’m not sure it counts as a strategy, but we simply want Affise to be a platform where customer data security is of the highest standard. We wanted our commitment to security to be more than just words. Since we launched, we have always worked to meet the highest standards of service and security. For example, we were officially certified for GDPR by the ePrivacy agency two years ago. To get this we had to work on our internal processes, design product updates, and attend endless security training sessions. In 2021 we wanted to raise the bar even higher and get SOC 2 Type II certification, which takes at least 8-10 months to complete. I know a lot of our competitors just pin a standard GDPR document to their website and that’s as far as they go, but we really think customers deserve better.


Rather than breakthroughs, we are more likely to see automation technology mature, and for companies in the AdTech industry to consolidate.



M7: There is no question that affiliate marketing is here for the long haul. Could you throw some light on a few upcoming Affiliate Marketing trends that you are looking forward to?
DZ:
Partner Marketing is an area where I think there will be huge growth in the next few years.
One sign this is happening is that more and more big brands are looking for partnerships with influencers. When large companies with massive marketing budgets move into a new sector, you can expect that sector to grow pretty quickly. Another factor is that prices for Google and Facebook ads are spiking, and that’s forcing marketers to look for other opportunities. But perhaps the biggest factor is that Partner Marketing as a concept is maturing. In the early days, partnering with influencers was time consuming, complicated, and the process was difficult to manage. It’s still not as easy as just buying a Google ad yet, but with tools like Affise Reach (which will launch later this year), it’s getting easier and easier to integrate influencers into a wider campaign.


M7: Partner marketing is indeed here to stay. What are some of the challenges that you see on the horizon for the industry in general and Affise this year?
DZ:
I’m going to repeat myself a bit here - I hope you don’t mind! Google and Facebook ads have been reliable and affordable for so long I think the entire marketing industry, not just performance marketing, has grown complacent. These channels still work, but prices are going up rapidly, and the ROI just doesn't fit into as many marketing plans as it used to. Partner Marketing is an obvious avenue to explore, but up till now, it’s been very difficult to work with multiple influencers at once. Addressing this pain point has been one of Affise’s goals for a long time, and we designed our new product Reach to make large scale Partner Marketing possible. It will be out later this year, and we think it is going to attract a lot of new brands into affiliate marketing.


When large companies with massive marketing budgets move into a new sector, you can expect that sector to grow pretty quickly.



M7: What are your predictions on AI/Automation changing our future in the next few years?
DZ
: I don’t see any huge breakthroughs in AI or Automation appearing in the next few years. Of course, the most significant breakthroughs come at unexpected times, but there’s nothing obvious on the horizon in my opinion. Part of the reason I think that is that we already live in a world where automation and algorithms are the main players. This is especially in outcome-based Ad channels. I suspect rather than breakthroughs we are more likely to see automation technology mature, and for companies in the AdTech industry to consolidate.


M7: Last but not the least. What do you read, and how do you consume information to stay at the top of your game?
DZ:
I try to get information from a wide range of sources, and I tend to look for content about marketing, technology, and anything to do with venture capital. I really like NFX.com, and I subscribe to their newsletter. I regularly read Andreessen Horowitz’s a16z.com and I like the a16z podcast, as well as the SaaStr podcast.

ABOUT AFFISE

Affise is the performance marketing solution that puts the user in control. Creatives and conversions, publishers and payments, everything is right where users need it, easy to manage and analyze. Over 100+ companies using Affise for driving their business forward with conversion-based costs instead of paying for clicks. Among their clients are iFunny (#1 AppStore application in USA), FxClub (The largest Forex broker in Europe), MobUpps (Top 30 AppsFlyer worldwide ratings), Zorka.Mobi (One of the biggest CPI networks in Russia).

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Partners can acquire the new Specializations by showcasing a combination of product and sales expertise through customer wins and a go-to-market strategy. The new Partner Specializations showcase partners’ unique strengths in the market and encourage innovative ways to continue to grow their ServiceNow practice. “Last year at this time, we made a massive commitment to our partner community by completely transforming our partner program to ensure that partners are front and center in everything we do as a company,” said Erica Volini, senior vice president, global partnerships at ServiceNow. “With the launch of Specializations, our customers can easily identify partners with the best experience and expertise they need to help solve some of their biggest digital transformation challenges.” Obtaining a Specialization will help partners in three critical areas: Differentiate among the ecosystem:Partners will receive badging that will appear across their ServiceNow profiles with increased visibility on the ServiceNow Partner Finder. Prospective customers will also be able to search partner experts in Partner Finder based on the current Specializations. Unlock new revenue opportunities:Each Specialization addresses a pressing customer need that presents a large, untapped market opportunity and high year-over-year growth. Earn benefits to grow ServiceNow practices:ServiceNow will offer additional benefits for partners to build and grow their business through invitation to the ServiceNow Partner Advisory Council to ensure their needs and counsel are being addressed across the broader ServiceNow ecosystem. Qualifying partners will also have access to ServiceNow co-marketing programs and the ServiceNow Partner Development Fund announced last January. The program is launching with three Specializations, Service Operations, Serve the Customer and Power the Employee, that present large market opportunities with high year-over-year growth and a large total addressable market (TAM). All Specializations can be obtained at the regional and global level as well as two levels of achievement for further differentiation. Additional Partner Specializations are expected to be launched in 2024. The three Partner Specializations are expected to be available for partners to obtain starting in ServiceNow’s second quarter of 2024. Many partners have already expressed their feedback on the importance of the ServiceNow Partner Specializations including: Jason Rosenfeld, Senior Vice President at Cask: “ServiceNow’s new Partner Specializations offer an opportunity for Cask to showcase our unique consulting expertise and change management solutions to drive digital transformation across enterprises. Program updates like subsequent badging and product line achievements provide greater reach and visibility with organizations looking for the best partner to meet their specific needs. We believe Specializations and the partner finder are a winning combo for connecting customers with the right support and implementations.” Michael Lombardo, Chief Executive Officer at GlideFast Consulting: “We’re thrilled about the new designations to ServiceNow’s Partner Program. With new Partner Specializations, we can continue expanding our technical consulting services and delivering deep ServiceNow expertise to new markets. We look forward to helping customers find value in the Now Platform.” Michael Vadini, Chief Executive Officer at Infocenter:“Today, organizations are looking for a collaborative partner for support with the adoption and scale of new technologies. ServiceNow’s new Partner Specializations will help Infocenter build industry-specific solutions and accelerate technology for customers and their businesses more quickly. We are excited about the enhanced benefits offered by ServiceNow and the continued focus on partners.” Jon Reynolds, Senior VP Global Alliances & Corp Development at Thirdera, a Cognizant Company:“As our company looks to further expand our work across different industries, we’re focused on differentiating our services and ServiceNow platform expertise. ServiceNow's comprehensive Partner Program provides valued guidance and incentives to improve how we advise, implement and optimize technology for businesses worldwide. ServiceNow sets a standard for what it means to be an innovative partner.” ServiceNow is also launching a brand-new partner channel on LinkedIn. Join the new social community for the latest ServiceNow partner news here. For more information on the ServiceNow Partner Specializations visit here. About ServiceNow ServiceNow (NYSE: NOW) makes the world work better for everyone. Our cloud-based platform and solutions help digitize and unify organizations so that they can find smarter, faster, better ways to make work flow. So employees and customers can be more connected, more innovative, and more agile. And we can all create the future we imagine. The world works with ServiceNow™. For more information, visit: www.servicenow.com.

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Channel Partnerships

HiddenLayer Launches Channel Partner Program to Secure AI and MLOps Lifecycle

PR Newswire | January 25, 2024

HiddenLayer, the leading security provider for artificial intelligence (AI) models and assets, today announced a new partner program to empower enterprises with complete AI protection including rapid threat detection and security across the entire MLOps lifecycle. "Our Channel Partner Program is designed to drive innovation by allowing partners to introduce security for AI to their customers, helping to educate more businesses about a new threat landscape," said Rebecca Cahak, Head of Channel, HiddenLayer. "By leveraging this new offering, partners will ensure margin and deal protection, leverage incentives, access flexible and easy-to-use training tools, demo environments, and proof of value tools to drive success." The Channel Partner Program allows partners to seamlessly onboard while providing predictable, transparent pricing and flexible licensing models, and a first-of-its-kind unobtrusive, automated, scalable Artificial Intelligence Security (AISec) Platform. Partners will be able to educate customers on a new threat landscape and provide the solutions they need to protect their AI, and competitive edge, build stronger relationships, and establish their team as AI leaders for their customers. "The HiddenLayer line of products is an important component in our AI security service offerings," said Matt Keating, Head of AI Security at Booz Allen Hamilton. "We are excited to continue to strengthen our strategic partnership with the HiddenLayer team, furthering our ability for joint strategy and co-solutioning." HiddenLayer aims to optimize its current partner network, enhancing it through streamlined support and collaborative offerings. There will be three tiers for the program, Covert, Concealed, and Clandestine, so customers can work together with HiddenLayer to achieve the best-shared outcome. Each tier includes pricing discounts, free online training for sales, and technical enablement and security for AI marketing partnerships. Concealed includes free on-site training and performance incentive programs for extra financial success. Clandestine includes everything previously mentioned, with the addition of account mapping, executive security research briefings, and more. "By joining HiddenLayer's partner program, we're enabling customers to safeguard against constantly evolving cybersecurity risks," said Rick Echevarria, Vice President and General Manager, Intel Security Center of Excellence. "We are now able to provide a scalable security solution for AI and help more businesses foster the acceleration of safer AI adoption." Additionally, HiddenLayer recently announced that CRN®, a brand of The Channel Company, named HiddenLayer to its 2023 Stellar Startups list. This annual list, previously known as CRN Emerging Vendors, recognizes fast-rising technology manufacturers committed to delivering leading-edge solutions that propel innovation and growth in the IT channel. Learn more about HiddenLayer's Channel Partner Program here. About HiddenLayer HiddenLayer, a Gartner-recognized AI Application Security company, helps enterprises safeguard the machine learning models behind their most important products with a comprehensive security platform. Only HiddenLayer offers turnkey security for AI that does not add unnecessary complexity to models and does not require access to raw data and algorithms. Founded in March of 2022 by experienced security and ML professionals, HiddenLayer is based in Austin, Texas. For additional information, including product updates and the latest research reports, visit www.hiddenlayer.com.

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Affise is the performance marketing solution that puts you in control. Creatives and conversions, publishers and payments, everything is right where you need it, easy to manage and analyze. Over 100+ companies using Affise for driving their business forward with conversion-based costs instead of...

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