British Airways overhauls affiliate marketing plan

TradeDoubler and LinkShare are to jointly run the massive British Airways affiliate advertising scheme in the UK.


The pair will operate the affiliate element of BA’s digital advertising business alongside Agency.com, which has worked with Commission Junction on the account for the past two years.


TradeDoubler will handle Europe and Africa. LinkShare will run the account in Asia-Pacific and Americas.


Agency.com will continue to be BA’s agency of record in other areas of digital marketing.


Eve Ireland, online partnerships manager at BA, said: “Affiliate marketing is a fundamental part of our online strategy.


“When looking at potential partners, our objective was to identify a company that could help us maximise channel efficiencies and drive innovation from both a technical and a strategic perspective.”

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