About AffiliateAdz — Who We Are, How the Network Works

The thesis

A network is a ledger with a sales team attached. Get the ledger right first.

Performance marketing only works if both sides trust the same number. Most disputes in this industry are not about greed — they are about two systems disagreeing on what happened and nobody being able to show their working. Everything we have built exists to make that disagreement impossible.

One tracking layer, owned end to end

We do not white-label somebody else's platform. Click ingestion, attribution, deduplication, scrub reconciliation and payout generation all run on code our engineers wrote and are on call for. When a postback is late, the person who can fix it is in the same Slack channel as the person who noticed.

That ownership is why we can publish a p95 postback latency figure at all, and why the approval rate we quote is the one advertisers actually reconcile against — not a pre-scrub number that flatters the marketing page.

Postback p95 184ms Delivery 99.97% Approval 87.4%

How tracking works

Paid to publishers, FY25 +27.9%

$0M

Across 4,800 publishers and 41 geos

What we refuse to do

Quote a pre-scrub approval rate as if it were the real one.
Hide sub-ID performance from the advertiser paying for it.
Hold a payout past its due date to smooth our own cash flow.

Geo-first, not geo-later

India is 34% of network volume, but SEA, the UAE, Brazil and the UK were built into the routing from year two — not bolted on when someone asked.

IN 34% · SEA 14% · US 12% · AE 11% · BR 9% · UK 7%

Quality before scale

Roughly one in three publisher applications is declined. We would rather run 4,800 accounts we can vouch for than 40,000 we cannot.

Manual review · <24h decision

Payouts are a promise

NET-7 every Wednesday above a $50 threshold. In nine years we have moved a payout run exactly twice, both times for a bank holiday, both announced a week ahead.

Weekly NET-7 · $50 threshold

Founding story

It began with a spreadsheet nobody could reconcile.

Nine years, three offices, one stubborn idea

In early 2017, Vikram Anand and Neha Bhandari were running lending campaigns for an NBFC out of a shared desk in Nehru Place. Every month closed the same way: the network's report said one number, the client's CRM said another, and the gap was always in the network's favour. When they asked for conversion-level detail they were told the export "wasn't available".

They wrote their own click server over a monsoon weekend so they could at least argue with evidence. Six advertisers asked to use it. By March 2018 the side project had a name, a payout calendar and eleven publishers. Ishaan Qureshi joined from a mobile measurement partner later that year and rebuilt the attribution layer from scratch — that rewrite is still the core of what runs today.

The company has never taken outside capital. Growth has been funded by the spread on campaigns we actually ran, which is a slower way to build a network and a much harder way to justify holding somebody's payout.

Bootstrapped 84 people Delhi · Bengaluru · Dubai

Milestones

2017 First click server written. Six advertisers, zero employees.

2018 Network incorporated. Attribution engine v1 ships. 11 publishers.

2020 Fraud scoring engine goes live after a bad quarter of emulator traffic.

2022 REST API v2 and signed webhooks. Dubai desk opens for the AE and SEA book.

2024 DPDP readiness programme completed. 1,000th live offer.

2025 $24.7M cleared to publishers. 4,800 accounts, 41 geos, 1,240 live offers.

Annual publisher payouts

FY19 – FY25 · USD millions cleared, post-scrub

+27.9% YoY

Mechanics

From advertiser offer to publisher payout, with the reconciliation in the middle.

Nothing here is proprietary magic. It is a sequence of checkpoints, each of which writes a record both sides can read. The interesting part is what happens between the conversion firing and the money moving.

The conversion lifecycle

Offer brief → click → conversion → scrub → payout run

Median cycle 9 days

Advertiser side Publisher side Settlement

Step 01 – 03

Offer construction

An advertiser brings a CAC target and a conversion definition. We turn that into an offer with an explicit payout, geo list, device rules, daily cap, allowed traffic types and a published scrub window. Nothing goes live until a test conversion has fired end to end.

Step 04 – 07

Click and conversion

Each click mints an ID and stores source, sub-ID, device fingerprint class and geo. The conversion postback carries that ID back. Duplicate suppression runs at the edge, so a retried postback settles once — idempotency keys, not luck.

Step 08 – 10

Scrub and settlement

Advertisers reconcile inside the published window and every rejection carries a reason code: duplicate, failed KYC, chargeback, invalid contact, out-of-geo. Approved conversions enter Wednesday's NET-7 run once the account clears $50.

Compliance & fraud prevention

The unglamorous work that decides whether a network is worth trusting.

Invalid traffic is not an edge case in performance marketing — it is the default state of any open network that stops watching. Our fraud team is five people, it reports to compliance rather than to sales, and it has authority to pause an offer without asking the account manager.

Invalid traffic blocked before billing

Share of raw click volume rejected, monthly · FY26

−1.9pp since Jan

Bot & datacentre traffic Emulator & device farms Incentivised / misrepresented

Clicks scored today live

2.14M

Every click carries a 0–100 quality score before it is countable

Click fraud detection

Datacentre and proxy ASN matching, headless-browser signatures, click-to-conversion time distribution analysis, impossible-travel geo checks and per-source click caps. Sources crossing threshold are quarantined automatically and reviewed by a human within the hour.

Detection latency < 400ms · false-positive rate 0.8%

Traffic quality scoring

Every publisher carries a rolling quality score built from approval rate, chargeback rate, session depth, refund rate and dispute history. It gates which offers a publisher can see — premium finance offers require a score above 78.

Recomputed every 6 hours

Brand safety

Placement crawls on every declared property, keyword blocklists per advertiser, creative approval before a link activates, and a standing prohibition on brand bidding without written permission. Adult, weapons and unlicensed-lending inventory is refused outright.

Placement re-crawl every 14 days

GDPR & DPDP posture

Consent state travels with the click. We are a processor for advertiser first-party data and a controller only for account records. Data residency in India for DPDP-scoped processing, EU-region storage for EEA traffic, 90-day raw-log retention, documented DSAR workflow with a 21-day response target.

DPO: compliance@ · DPA available pre-contract

Payout verification

Money leaving the network is the last place you want a soft control. Every payout above $2,000 requires two-person approval, and every new payout instrument sits through a cooling-off period before it can receive funds.

Zero payout incidents since 2019

Payout verification controls, their triggers and their timing
Control	Applies to	Trigger	Timing
KYC on the account	All publishers	PAN or passport, business proof, bank ownership match	Before first payout
Penny-drop bank verification	Bank rails (INR / USD)	Name on account must match the KYC record	On instrument add
Instrument cooling-off	New or changed payout method	Any bank, PayPal, Payoneer or USDT-TRC20 change	72 hours
Dual approval	Payouts above $2,000	Finance operator plus compliance sign-off	Same-day
Scrub reconciliation lock	All conversions	Only post-window, reason-coded conversions are payable	7–14 days
Sanctions & PEP screening	Accounts in 41 geos	Screened at onboarding and re-screened quarterly	Quarterly

Our numbers

Nothing here is rounded up for the website.

Figures are FY25 close plus trailing-30-day operational metrics, refreshed from the same warehouse the dashboards read.

Active publishers +612 YoY

0+

Manually reviewed accounts with traffic in the last 90 days

Live offers

0

Across five verticals

Blended EPC +4.1%

$0.94

Network-wide, last 7 days

Geos served

0

Six core, thirty-five long tail

Postback delivery stable

0%

Rolling 12 months, all endpoints

Postback p95

184ms

Ingest to advertiser acknowledgement

Approval rate

87.4%

Post-scrub, trailing 30 days

People at AffiliateAdz

0

Delhi, Bengaluru, Dubai and remote

Payout threshold

$0

Weekly NET-7 runs every Wednesday

Leadership

Six people who have all been on the losing side of a reconciliation call.

No advisory board, no fractional titles. Everyone below has a desk, a phone number and an operational remit.

Vikram AnandCo-founder & Chief Executive

Spent eight years buying lending traffic before starting the network, most of it arguing with reporting he could not audit. Runs advertiser commercials and sits in on every quarterly business review above $100K annualised. Based in New Delhi.

Advertiser P&LSince 2017

Neha BhandariCo-founder & Chief Operating Officer

Built the publisher desk from eleven accounts to 4,800 and still personally reviews every rejection appeal. Owns the payout calendar, the scrub policy and the escalation path when a partner says the numbers are wrong. Based in New Delhi.

Publisher networkSince 2017

Ishaan QureshiChief Technology Officer

Ex-mobile measurement partner. Rewrote attribution in 2018 and still owns the on-call rota for the click and postback tier. Wrote the idempotency spec that stops duplicate settlements.

Platform

Priya RaghunathanHead of Compliance & Risk

Former payments-compliance lead at a licensed NBFC. Owns GDPR and DPDP posture, sanctions screening, the DSAR workflow and the authority to pause any offer without a commercial conversation first.

Compliance

Meera KrishnanHead of Data & Fraud

Runs the click-scoring models and the warehouse behind every number on this page. Her team of five publishes an internal invalid-traffic report every Monday whether or not anyone asked for it.

Fraud & analytics

Arjun SethiVP Partnerships, MEA & SEA

Opened the Dubai desk in 2022 and runs the AE, SG, ID and PH book. Handles the geo nuances the Delhi team cannot — local payment rails, regional creative norms and the regulatory quirks of lending and gaming offers across the Gulf and Southeast Asia.

RegionalDubai

Rhea D'SouzaHead of Publisher Success

Manages the twelve affiliate managers who sit between the network and its publishers. Owns the rule that every publisher clearing $1,000 in a month gets a named human on WhatsApp or Slack within one working day — and the reporting that proves it happened.

Publisher successBengaluru

Technology & infrastructure

What the stack actually is, since everyone asks in diligence anyway.

Edge to warehouse in one hop

Click ingestion runs on an anycast edge in Mumbai, Singapore, Frankfurt and Northern Virginia. Requests terminate at the nearest POP, get scored, and are written to a durable log before any redirect happens — so a downstream outage can never lose a click.

Attribution and deduplication consume that log. The warehouse is the single source of truth for dashboards, invoices and the numbers on this page; there is no second system quietly producing different figures for finance.

Uptime FY25 99.98% Edge POPs 4 RPO <60s

Layers

EDGE Anycast click routing, bot filtering, TLS termination, per-source rate limits.

INGEST Append-only event log, at-least-once delivery, idempotency keys on every postback.

SCORE Real-time quality model plus rules engine; decision returned inside 400ms.

ATTRIB Last-click with configurable windows, MMP handoff, deduplication across sub-IDs.

WAREHOUSE Columnar store, nightly reconciliation jobs, 90-day raw log retention.

API REST v2, signed webhooks, SFTP and CSV drops for partners without engineering.

Integrations we support out of the box

API documentation

AppsFlyer

Adjust

Branch

Shopify

Salesforce

Segment

HubSpot

Zapier

Webhooks

BigQuery

Slack

CSV / SFTP

Certifications & memberships

Audited where it matters, member where it helps.

ISO/IEC 27001:2022

Information security management across the click, warehouse and payout systems.

Certified 2023 · surveillance audit 2026

SOC 2 Type II

Security and availability criteria, twelve-month observation window. Report shared under NDA.

Latest report FY25

GDPR & DPDP programme

Standard DPA, sub-processor register, data residency options and a documented DSAR workflow.

DPO appointed 2024

IAMAI member

Internet and Mobile Association of India — digital advertising committee participant.

Member since 2021

ASCI code adherence

Creative reviewed against the Advertising Standards Council of India code before a link activates, with particular attention to lending and gaming disclosures.

IAB India & MMA India

Participating member in measurement and invalid-traffic working groups; we contribute our anonymised IVT taxonomy to both.

Annual penetration test

Independent external test of the tracking endpoints, dashboard and API each October. Findings and remediation status available to advertisers on request.

Who we work with

Advertiser brands and publisher partners on the network.

Advertisers

Meridian Fintech

OrbitPay

Kavach Insurance

Playloop Games

Sable Commerce

Nimbus EdTech

Voyara Travel

+ 55 more

Publisher partner types

SEO / content

Email media

In-app

Creators

Native / display

Coupon / cashback

Comparison

4,800 accounts

Partner voices

Three partners on what actually changed for them.

We had run three networks before this one. AffiliateAdz is the first where the compliance team pushed back on our own creative before the regulator would have. That cost us a week and saved us a great deal more.

Rohan MehtaHead of Growth, Meridian Fintech

I have been a publisher on this network for four years. In that time I have had exactly one payout question, and it was answered with a conversion-level export the same afternoon. That is the whole review.

Aisha KapadiaPublisher, PUB-10446

Their fraud team caught an emulator farm hitting our install campaign before our own MMP flagged it, and they paused the source without waiting for us to approve the revenue hit. That is a rare instinct in this industry.

Daniel SrinivasanVP Engineering, Playloop Games

Come and audit us

Ask us the hard question first.
We would rather answer it now.

Scrub policy, fraud methodology, DPA, sub-processor list, payout calendar — all of it is available before you sign anything. Call the Delhi office Monday to Friday, 10:00 AM – 7:00 PM IST, or send one email and we will route it to the person who owns the answer.

Book a demo Work with us +91-9953590779

We built the network we wanted to buy from.