Why trust is breaking down between affiliates and operators, with John Wright of Nousviz

Affiliates and operators no longer trust each other's numbers, and John Wright of Nousviz thinks shared market data is the short-term fix. Recorded at the AffPapa conference in Madrid for iGaming Real Talk, he explains his benchmark plan, messy affiliate APIs and why he calls this year the era of agents.

In this episode

• Wright says the problem sits on both sides: some affiliates take advantage of operators, no one trusts operator data, and operators are losing trust in affiliates (4:50, 4:57, 5:00).

• His plan is for affiliates to share an anonymised copy of their data and get benchmark data back; operators can get it by contributing data or by paying (5:48, 6:00).

• Once affiliates have that visibility, he expects them to re-rank their traffic. Operators should worry less about losing affiliates than about paying for clicks that bring no ROI (6:32, 6:53).

• He wants more affiliate connections via API, but API is not standard across affiliate software, which "drives me nuts" (10:10).

• In complaint data, self-exclusion cases worry him most; he warns a reporter could use such data against the industry and urges it to self-police first (12:53, 13:11, 13:24).

• He calls this year the era of agents after last year's live coding, and says affiliates are asking for done-for-you services (14:14, 15:14).

Episode from iGaming Real Talk, published on YouTube.