Web payment company Cybercash has acquired a $7 million equity stake in Commission Junction, a privately held company that creates and manages relationships between special interest Web sites and online merchants.
Commission Junction operates affiliate programmes which match specialist Web sites, such as scuba diving sites, to merchants selling items that would be of interest to visitors. The scheme will form part of Cybercash's Instabuy initiative that enables Web consumers to log their credit card information with a financial institution.
Under Commission Junction's programme the merchant pays the affiliate - the Web site - a commission if a visitor clicks through to its site and or makes a purchase.
Lex Sisney, president of Commission Junction said the scheme is more effective than merchants creating banner ads because they will be in front of a targeted audience, while affiliate companies will be able to earn revenue if their merchant partners successfully attract or sell to visitors.
Commission Junction manages separate relationships for 86 merchants and 85,000 affiliates.
Sisney said: "Without this, the Web site would have to manage their relationships individually with all their merchants which would create a lot of problems keeping track of traffic for audit reporting."
The relationship would be managed by Commission Junction which would also aggregate commissions from all the merchants into one cheque.
Cybercash hopes the programme will help kick start its year old Instabuy scheme. It recently issued a profit warning for its fiscal second quarter results blaming the slow takeup of Instabuy for the shortfall (see Newswire 15 July).
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