So I was on a webinar today.
Rich Kahn, the guy who runs the advanced fraud detection company Anura, told everyone that 45% of affiliate leads are fraudulent.
That is absolute insanity.
I’m not sure I believe him–in fact, I tend not to because that number is so insanely high that it would mean the entire affiliate industry is rotten to the core–but he has definitely opened my eyes to the EXTREME level of fraud out there.
The lead gen industry has failed to self police. Period.
If Rich is right, over a billion robocalls a month are being made without consent. And this is why the regulators are looking at shutting it all down.
Here’s the eye opening, world changing webinar:
For those of you who wonder why I have to move forward with R.E.A.C.H. this is why.
I know a ton of people are upset that I am pushing for REAL change out there. Some folks have stopped talking to me. Others have tried to keep me off certain stages.
You can hide from me all you want. Live in your echo chamber. Convince yourself it is all going to be ok.
But you can’t hide from the truth. And with fraud numbers in the range Rich is discussing–the status quo is unsustainable. REAL change is coming.
Plus, I am tired of the good actors getting creamed. When folks try to do things the right way they see others in the industry surpass them on various metrics. We need to level the playing field so that everyone has to do it right.
If DTC marketing is going to have a place in American commerce it has to be done right. The incentives are apparently just not there for the lead suppliers to self police–45% fraud rates confirm it. So the buyers have to do it. And that means R.E.A.C.H has to become a reality.
I gave it as long as I could.