As both an affiliate manager and an affiliate, I totally get the contention of brand name bidding.
Without naming any names, many gullible Merchants have been pursuaded by many a menipulative network to help many a greedy affiliate in getting rich, whilst on the surface, this is a win-win for the particular merchant, network and affiliate. the challenges that arise are numerous. first, the merchant is paying commissions for sales that they would get anyways, so they are wasting money. second, the network is alienating other affiliates not involved in this ‘closed group of brand name bidders’, and third the affiliate in question is essentially earning commission for what is quite literally a 15 20 minute job. I guess this is really an ethical question, but in a world were we are all trying to carve a living, it does seem unfair that due to a special relationship one affiliate over another is chosen for a closed brand name bidding group.
The solution however would be very complex as this article by a well known affiliate makes clear, more importantly however I think regardless of what the solution may be, 1 closed group brand name bidding shouldn’t continue in its current form, networks need to be more transparent about their brand name bidding terms and practices, merchants should be educated about the implications of brand name bidding and affiliates should begin to open up dialog (as is already happening) to address any solutions to this challenge.