ValueClick inks affiliate marketing deal with BA

Under the agreement, British Airways Holidays will use Be Free's fully hosted web-based technology to implement its own custom-built pay for performance network to manage and grow relationships with new and existing travel-related publisher websites.

The deal is part of British Airways Holidays' strategy to strengthen its online presence and drive new revenue streams in 2004, as the online travel market continues to grow and competition gets fiercer.

Be Free will track and report all online transactions generated through the affiliate marketing program and enable British Airways Holidays to gauge the return on investment across its private publisher network.

In addition, time-sensitive promotions such as last minute deals and early booking offers and their associated creative can be automatically updated and targeted to publishing sites in order to generate the best campaign results.

Last month, ValueClick announced an agreement to acquire affiliate marketing rival Commission Junction for $58m, in a move that it said would double the size of its Be Free affiliate marketing division, which it bought in May 2002.

The deal is expected to close in December and following this, ValueClick said it plans to combine Commission Junction with Be Free.

In addition, ValueClick announced earlier this week that it has poached Vanessa Kent, former Director of Account Management for EMEA at rival DoubleClick, to take on the newly created position of Corporate Development Director.

27 November 2003:



13 October 2003:

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