eToys Bolsters Affiliates Program with Be Free

Santa Monica-based eToys reported it joined with Be Free, a third-party affiliates software
company, to implement a complete transactional system for tracking and
reporting sales generated by eToys’ affiliates.

eToys said the new partnership will help with eToys’ enhanced affiliates
program, which is now offering Web merchants a 25% commission on sales that
they drive. eToys will use Be Free’s Affiliate Serving Technology (BFAST)
solutions package to extend the sales reach of all its online partners.

“While advertising can be key to a company’s bottom-line success, nothing
beats a back-end deal,” said Toby Lenk, co-founder and CEO of eToys. “Offering
affiliates powerful tracking software and a 25% commission will strengthen our
affiliates program. We look forward to working with Be Free and continuing the
mutually beneficial relationships we have with our affiliates.”

Be Free’s software will offer eToys tracking, reporting, and third-party
for its affiliates program. The software automates the process of signing up
affiliates and allows them to generate their own reports on a daily,
weekly, or
monthly basis. Financial details of the arrangement were not disclosed.

eToys’ decision to significantly boost the per-sale amount is a result of the
program’s early success. Launched in November 1997, the eToys Affiliates
Program initially apportioned 12% of sales to its affiliates. Upon realizing
the program was more cost effective than advertising for generating revenue
and repeat customers, eToys increased the amount to 25%.

Since its inception last year, the eToys Affiliates Program has attracted more
than 40 partners, including ParenthoodWeb, TalkCity, DiveIn, and Mindspring.

Be Free Corp., headquartered in Pittsburgh, is a service provider to online
retail and media companies. The company specializes in marketing information
services, including BFAST technology for affiliate management and BFIT
software for targeted advertising delivery.

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