New platform launched to help operators monitor affiliate activity

A new CRM platform based on AI technology has been launched to help affiliate managers keep tighter control of their partners in the wake of the increased regulatory scrutiny of the industry.

According to a description on the website, the Wag.io platform “enables affiliate managers to gain efficiency, brand exposure and control over affiliates, transforming them into long-time business partners while saving time, money and effort.”

The compliance tool will supposedly let operators enforce brand guidelines and enforce a more coherent brand identity through affiliate channels, to avoid regulatory sanctions from rogue advertorials, as suffered by Ladbrokes, Casumo, Sky Vegas and 888 last month.

Wag.io CEO and veteran affiliate manager Roo Wright said: “The writing is on the wall for operators who can’t, or won’t, comply with this new reality.

“The simple fact is that operators now bear primary responsibility for observing the non-broadcast advertisement rules under CAP and failure to do so will result in heavy fines.

“We recognise that it’s impossible for affiliate managers to keep an eye on the hundreds of affiliates on their books and each action they do to keep it ‘legal, decent, honest and truthful’, which is why we developed Wag.io.”