Advertiser Terms
About These Terms
These Advertiser Terms ("Terms") are incorporated into the Collective Reach Media Services Agreement ("Agreement") between Collective Reach, LLC ("CR") and each Advertiser as the "Policies" defined in Section 1 of that Agreement. They govern the tracking infrastructure requirements, attribution standards, and paid media rules applicable to all partner channel programs CR develops and manages on Advertiser's behalf. All capitalized terms used but not defined here have the meanings assigned in the applicable Media Services Agreement and Insertion Order ("IO").
| Updates | CR may update these Terms upon thirty (30) days' written notice. Any update that would materially affect the tracking methodology, attribution standard, or performance benchmark applicable to an active IO requires Advertiser's prior written consent, or takes effect only upon execution of Advertiser's next IO. Continued participation in any IO executed after the notice period constitutes acceptance. |
| Conflicts | In the event of conflict between these Terms and the Media Services Agreement or any IO, the Media Services Agreement or IO controls for that specific program. These Terms supplement and do not replace the attribution and measurement provisions of the Agreement. |
| Questions | Direct questions about these Terms to legal@collectivereachadvisors.com. Billing and reconciliation disputes are governed by Section 4.6 of your Media Services Agreement. |
Every Insertion Order must designate a complete tracking architecture before the applicable campaign phase launches. No campaign phase may go live until CR has confirmed in writing that all required tracking components have been implemented and tested per Section 1.5 of these Terms.
Each IO must specify all of the following before CR initiates Channel Partner outreach or campaign activation:
| Component | What Must Be Designated |
|---|---|
| Controlling Measurement System | The specific platform or methodology that serves as the primary source of record for attributing Channel Partner-sourced traffic to Advertiser Conversions for billing and Guaranteed Minimum calculation purposes. Must be named explicitly in the IO (e.g., Impact, Commission Junction, custom OAuth, Advertiser's enrollment system). |
| Tracking Method | How attribution is tracked: affiliate link, unique promo code, OAuth token, server-side pixel, API integration, or other method. Described in sufficient detail for CR to validate implementation before launch. |
| Implementation Owner | The party responsible for deploying and maintaining the tracking code, tags, or links in connection with the program: CR, Advertiser, or a named Channel Partner managed by CR. Responsibility must be explicitly assigned for both the primary tracking method and the backup tracking method. |
| Backup Tracking Method | A designated fallback attribution method to be activated if the primary Controlling Measurement System fails. At least one backup method is required in every IO. Acceptable backup methods include: unique promo codes tracked natively by Advertiser's platform; dedicated campaign landing pages with independent traffic logs; server-side OAuth token logging; or batch reconciliation against Channel Partner outbound click data and Advertiser inbound enrollment volume. |
| Conversion Definition | The specific consumer action — including but not limited to new enrollments, bookings, reservations, purchases, account registrations, offer redemptions, and loyalty point transactions — that constitutes a billable Conversion under the IO, as confirmed in Advertiser's systems and reported to CR per Section 7.3 of the Agreement. The Conversion Definition governs Guaranteed Minimum calculations and Rebate entitlements. |
| Conversion Attribution Window | The period during which a Conversion is credited to CR's program following a member's first click or activation on a CR-managed Offer link. Default: 30 days from first click, absent a specific designation in the IO. Conversions occurring outside the attribution window are not counted toward any Guaranteed Minimum. Where an IO designates multiple Conversion types with materially different attribution cycles, the IO may specify a different attribution window per Conversion type. In the absence of a per-type designation, the default window applies to all Conversion types under that IO. |
The following describes each party's tracking obligations. These roles must be confirmed in the IO before launch.
| Party | Tracking Obligations |
|---|---|
| CR | Coordinates implementation of the tracking architecture designated in the IO; confirms pre-launch testing per Section 1.5; reconciles Channel Partner delivery data against Advertiser Conversion data; produces the operative Reconciled Campaign Report for each billing period. |
| Advertiser | Provides confirmed Conversion-side records — enrollment confirmations, redemption logs, and activation records attributable to CR's tracking parameters — on the cadence specified in the IO. Maintains these records for at least twenty-four (24) months following each IO period. Cooperates with implementation of any Advertiser-side tracking components (e.g., pixel placement, API access) within IO timelines. |
| Channel Partner | Deploys the Offer through its owned channels using CR-designated tracking identifiers. Channel Partners are managed exclusively by CR under separate Channel Partner Agreements. Advertiser has no direct tracking obligation to or relationship with any Channel Partner. Channel Partner tracking obligations are governed by CR's Channel Partner Policies. |
When data from different nodes in the attribution chain conflicts, the following hierarchy governs billing. CR applies this hierarchy and documents its application in each Reconciled Campaign Report. Advertiser acknowledges this hierarchy as the operative billing standard under the Agreement.
| Priority | Source | When It Applies |
|---|---|---|
| Tier 1 | Controlling Measurement System | Governs billing when the CMS is functioning and reporting within the 10% variance threshold defined in Section 1.4. This is the default billing source for all periods. |
| Tier 2 | Advertiser Conversion Data | Governs when Tier 1 is unavailable and Advertiser's Conversion data can be independently validated against Channel Partner delivery data provided to CR. |
| Tier 3 | Channel Partner Delivery + Backup Method | Governs only when both Tier 1 and Tier 2 are unavailable. Subject to CR's written approval of the proposed methodology. CR will respond to any Tier 3 methodology proposal within five (5) business days using commercially reasonable efforts. If the parties cannot agree on a Tier 3 methodology, CR may apply a commercially reasonable interim reconciliation methodology pending resolution through the dispute resolution process in Section 4.6 of the Agreement. CR will notify Advertiser before applying any Tier 3 billing. |
CR recognizes that material variances between Channel Partner delivery data (top-funnel impressions, clicks, and Offer Activations) and Advertiser Conversion data (bottom-funnel enrollments, purchases, redemptions, or other verified actions) are common and often substantial due to differences in measurement methodologies, attribution windows, audience leakage, natural funnel drop-off, and other behavioral factors.
If the Controlling Measurement System data and Advertiser Conversion data differ by more than ten percent (10%) over any billing period, CR will initiate a reconciliation review and provide Advertiser with written notice within five (5) business days identifying the discrepancy and the data sources at issue. Variances of 10% or less are reconciled by CR using a weighted average of available data sources, with the Controlling Measurement System receiving primary weight and Advertiser Conversion data as a secondary reference. CR shall document the specific data sources and weighting applied in each Reconciled Campaign Report.
Where only one data source is available for a given billing period (including situations where the CMS is directly linked to Advertiser's conversion system), CR shall produce the Reconciled Campaign Report using that source as the single source of truth, document the absence of additional sources, and apply the measurement hierarchy in Section 1.3 above. Single-source periods are subject to the same reconciliation and dispute process as multi-source periods.
Advertiser acknowledges that the 10% threshold is a commercially reasonable trigger for initiating review in cases where the data sources are expected to be closely aligned, but that larger variances are normal and anticipated when measuring disconnected top-funnel and bottom-funnel systems. CR shall apply all reconciliation methodologies consistently and in good faith, using commercially reasonable practices for attribution and billing discrepancy management.
Advertiser must notify CR within two (2) business days of any failure of Advertiser's Conversion reporting systems that may affect CR's ability to reconcile delivery data. Reporting failures attributable to Advertiser's systems that result in unverifiable Conversion data toll CR's Guaranteed Minimum obligation for the affected period on a day-for-day basis. The Measurement Period shall be extended by the number of days during which Advertiser's Conversion reporting was materially impaired, and any Guaranteed Minimum shortfall calculation shall be based solely on verified Conversion data. CR's obligation to deliver the Guaranteed Minimum remains in effect with respect to all periods for which verified data is available.
Where data variances exceed fifteen percent (15%) in two or more consecutive billing periods and the parties have been unable to resolve the discrepancy through good faith reconciliation efforts, CR shall have the right, but not the obligation, to engage an independent third-party measurement vendor to audit the applicable attribution data. The reasonable costs of such engagement shall be borne by Advertiser if the audit confirms that Advertiser's Conversion reporting was the primary source of the discrepancy, and by CR if the audit confirms that CR's methodology was the primary source.
Before any campaign phase launches, CR will confirm in writing to Advertiser that:
- The primary tracking method is implemented and recording correctly in the Controlling Measurement System;
- The backup tracking method is operational and ready to activate; and
- Both primary and backup systems have completed a test conversion or test click successfully.
Conversions identified as fraudulent, bot-generated, or otherwise invalid — whether identified by CR, the Controlling Measurement System, or Advertiser's systems — shall be excluded from billing calculations and Guaranteed Minimum determinations. CR will document any excluded Conversions in the applicable Reconciled Campaign Report with supporting explanation. Where fraudulent Conversions were included in a prior billing period's report, CR will issue a corrected Reconciled Campaign Report and adjust billing accordingly within thirty (30) days of identification. Advertiser may request exclusion of specific Conversions it believes to be invalid by submitting written notice to CR with supporting documentation; CR will review and respond within ten (10) business days.
Advertiser's enrollment and Conversion tracking systems shall apply commercially reasonable fraud detection and filtering measures consistent with industry standards. Conversions that Advertiser's systems fail to filter due to the absence of commercially reasonable fraud controls are not excludable from Guaranteed Minimum calculations on the basis of subsequent fraud identification.
This Section governs CR's attribution when CR, Advertiser, or any Channel Partner uses paid media to promote an Offer developed under a CR-managed program. It applies regardless of which party funds, places, or manages the paid media. These rules govern both how Conversions are counted toward billing and how they are counted toward any Guaranteed Minimum or performance threshold.
CR's attribution applies to all Conversions resulting from promotion of an Offer developed, structured, or activated by CR under any CR-managed IO, regardless of the marketing channel through which the Conversion is delivered. Attribution is determined based on whether the promotion that drove the Conversion specifically referenced or promoted the CR-developed Offer. If a paid media placement promotes the Offer developed, structured, or activated by CR under a CR-managed IO, any resulting Conversion is reasonably attributable to CR's program and counts toward CR's billing and any applicable Guaranteed Minimum or performance threshold in the IO. When Advertiser amplifies the CR-developed Offer through paid media, it is extending CR's program to additional channels. Those Conversions count.
For the avoidance of doubt, any paid media campaign that includes creative, landing pages, or calls-to-action referencing the specific Offer developed under the IO — including by name, benefit description, or unique promo code — shall be deemed to promote the CR-managed Offer and shall count toward all applicable performance calculations, regardless of the channel through which it runs or the tracking identifier it employs.
Where an IO includes a Guaranteed Minimum, Conversion volume commitment, or Rebate mechanism tied to member acquisition, all Conversions from promotion of the CR-developed Offer — across all channels, owned and paid — count toward that threshold.
Neither party may use paid media amplification of the CR-developed Offer to engineer a Guaranteed Minimum shortfall, to inflate Conversion counts in a manner that distorts CR's performance benchmark, or to exclude Offer-specific paid media Conversions from Guaranteed Minimum calculations. A party's decision to amplify or restrict the CR-developed Offer through paid media cannot be used to manipulate program outcomes against CR's guarantee in either direction. Attempted manipulation of the Guaranteed Minimum through paid media control constitutes a material breach of the Agreement.
The only Conversions excludable from CR's attribution are those resulting from Advertiser's general brand or membership acquisition campaigns that do not specifically reference, incorporate, or promote the CR-developed Offer. A campaign that promotes the CR-developed Offer, even partially or in combination with other messaging, is not excludable.
To request an exclusion, Advertiser must submit written notice to CR at billing@collectivereachadvisors.com identifying: the campaign name, all channels where it runs, flight dates, and a written explanation of why the campaign does not reference or promote the CR-developed Offer. CR will confirm the exclusion in writing within five (5) business days or identify its objection with specific reasons. Pending CR's written confirmation, the campaign shall remain included in CR's attribution calculations. Disputes over whether a campaign qualifies for exclusion are governed by Section 4.6 (Disputed Invoices) of the applicable Media Services Agreement.
CR strongly encourages Advertiser to implement CR-designated tracking identifiers in any paid media placements that promote the Offer. Where CR-designated tracking is not used in a paid placement that promotes the CR-developed Offer, CR may use commercially reasonable estimation methodology — including comparison against baseline enrollment periods and Advertiser's inbound Conversion data — to identify attributable Conversions, subject to the reconciliation and dispute processes in Section 1.3 of these Terms and Section 4.6 of the Agreement.
CR will not count the same Conversion twice. Where a member encounters the Offer through multiple channels before converting, that Conversion is counted once in CR's Reconciled Campaign Report. Unless otherwise specified in the applicable IO, CR's default attribution methodology is last-click within the designated attribution window. Any alternative attribution methodology (e.g., first-click, time-decay) must be designated in the IO and confirmed in writing by both parties before the campaign phase launches.
CR will deliver reconciled campaign reports and other performance reporting as described in Section 7 of the Media Services Agreement.
Advertiser shall provide CR with complete, accurate, and timely Conversion-side data (including enrollment confirmations, redemption records, and activation logs attributable to CR's tracking parameters) on the cadence and in the format specified in the applicable IO.
Advertiser acknowledges that CR's ability to produce accurate Reconciled Campaign Reports, calculate any Guaranteed Minimum, and fulfill its obligations under this Agreement depends on Advertiser's timely and accurate reporting. Any failure by Advertiser to deliver required Conversion data within the timelines set forth in the IO shall toll CR's performance obligations — including any Guaranteed Minimum — on a day-for-day basis for the affected period(s).
Advertiser is responsible for providing all creative assets, brand guidelines, Offer terms, landing pages, and required legal disclosures in accordance with the timelines specified in the applicable IO. Advertiser represents and warrants that all materials it provides to CR or Channel Partners: (i) comply with applicable laws and regulations (including FTC advertising and disclosure requirements); (ii) do not infringe any third-party intellectual property rights; and (iii) are accurate and not misleading.
CR's review or approval of any creative or Offer materials does not relieve Advertiser of these obligations or shift liability to CR.