Shake the wait – How the biggest Black Friday problem, getting paid on time, is now being solved.

Every year, the same frustrating cycle plays out across the Ad-Tech industry: publishers, SSPs, DSPs, affiliates, agencies and networks put in enormous effort to capitalise on the year’s biggest sales events Black Friday and Cyber Monday only to be told they’ll see the success of their hard work months later, sometime in Q1 next year. That’s right, it can be 120+ days before you see your revenue from a bumper Q4 sales period.

Think about that for a second. While consumers are receiving their products within a day or two, Ad Tech are still waiting on their payments like it’s 2004. Why do we accept this as the norm?

The Problem: Revenue Delays Are Crippling Growth

Let’s cut to the chase. Waiting 4+ months for payment is more than just an inconvenience. It’s a cash-flow nightmare. For the Ad-Tech industry, these long payment cycles mean delayed reinvestment into new and existing programmes, stalled growth, and an inability to scale when it matters most. 

Your business, like any other, relies on consistent and timely access to capital. You want to invest in better content, new technologies and fresh talent but how can you do that when you’re waiting for payments to trickle in? The longer you wait, the more opportunity costs you’re swallowing. And it’s not just you. The entire ecosystem suffers. 

And yet, here we are holding our breath until Q1 to see revenue generated from Q4’s effort.

Why Do We Tolerate This? Especially During Black Friday and Cyber Monday?

Black Friday and Cyber Monday are two of the most critical shopping events of the year, and for the Ad-Tech ecosystem, they represent a peak in activity, traffic, and ultimately, revenue. 

The APMA reports that in 2023, £1.6bn was spent on affiliate marketing alone, generating £21bn in revenue across 356m sales. This Black Friday and Cyber Monday, there will be over 67,000 active affiliate publishers working their socks off to beat those numbers. Yet, while consumers hit “buy now” and their packages arrive the next day, publishers and networks are left waiting on the sidelines for months to see their share of the spoils. 

The question we should all be asking is: why have we allowed this to go on for so long?

Revving’s Priority Pass: Instant Access to Your Revenue

It’s time to change the way things are done, and that’s why I’m excited to introduce Revving’s Priority Pass campaign for Black Friday and Cyber Monday. We’re offering a real solution to one of the Ad-Tech industry’s most unnecessary problems: delayed payment.

At Revving, we believe there’s no reason you should have to wait months to get paid. That’s why we’re launching our Priority Pass, so you can skip queuing for your revenues and jump ahead of the competition. This campaign is designed to give publishers instant access to the revenue they’ve generated during Black Friday and Cyber Monday. 

Here’s how it works: instead of waiting until the end of Q1 next year, Revving offers early, fast-track access to your earnings. We’re talking about getting paid immediately, pre-invoice. So while everyone else in the industry is sitting tight, waiting to get paid, Revving customers are already reinvesting, scaling, and growing their businesses.

Our goal with Priority Pass is simple: skip the 120+ day queue, break the cycle of delayed payments and empower the entire Ad-Tech industry to move faster, be more agile, and seize opportunities when they arise.

We are actively changing the way our clients think and sell their products for the benefit of the end consumer. Cashback sites can pay users more quickly. Search partners can reinvest sooner and programmatic businesses can benefit from negotiating better payment terms.

The Ad-Tech industry is evolving fast, but our payment systems are stuck in the past. It’s time to challenge the status quo and stop tolerating long payment cycles, especially when instant access to revenue is now possible.

We’re committed to changing how the industry operates and our Priority Pass campaign is just the beginning.

Don’t wait months to get paid for the work you’ve done. Get instant access to your revenue with Revving.

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