Affiliate network Commission Junction (a division of ValueClick) today announced its decision to change its fundamental link structure - the means through which affiliates send traffic to advertisers - from HTML to Java script, writes Jeff Molander on ThoughtShapers.com. The change, which is phase one of CJ's "Link Management Initiative," goes into effect on June 23. The implications for advertisers and affiliates are significant.

Web-based affiliates (operating via search-optimized websites) would henceforth be firmly within the control of the network, and therefore advertisers, Molander says. In effect, affiliates can be "turned off" beyond their network account - their media banners and product images can be shut down, giving retail advertisers ultimate control over distribution of OEM brands they represent (via affiliates).

"CJ is eliminating most of the existing poorly executed affiliate sites AND pleasing Google. Two birds, one stone. Quite literally this happens overnight in June as the HTML links go dark. The new network-provided Java script links give advertisers total control in the future if affiliates mis-behave," Molander writes.

He adds that the change is "designed to frustrate mom-and-pop affiliates that networks like CJ have traditionally enjoyed offering to advertisers…. So far affiliates are doing exactly what they should be doing. Nothing if they're valued partners to retailers; leaving in droves if they're amateurs."