Citibank will be pulling some 14 credit cards out of the CardOffers.com affiliate marketing channel, according to a source who is impacted by Citibank's decision. CardOffers.com is one of the largest credit-card affiliate networks on the Internet. Citibank said its move is "due to the state of the market." The departure, which impacts all of CardOffers.com's partners, is effective December 31, 2008. Citibank is just the latest credit-card company to exit the online affiliate market. Last month, Chase said that it would exit the affiliate marketing channel as well, citing "current market conditions." Given the credit climate, and given the state of Citibank's credit-card business in particular, the move to exit the CardOffers.com channel should not come as a surprise. If there is a surprise, it's that Citibank didn't pull all of its offerings out of the channel. As it stands, Citibank is leaving five of its cards in place. The Citi Platinum Select MasterCard, Citi CashReturns MasterCard, Citi Diamond Preferred Rewards Card, Citi PremierPass Elite, and Citi mtvu Platinum Select Card for college students are unaffected by Citibank's announcement.
These are the 14 credit cards that are affected by the move:
Last month when Chase announced that it would be leaving the channel, a move that was effective immediately, I figured that it was an isolated event -- something specific to Chase. However, now that Citibank has decided to take a good portion of its affiliate portfolio out of the channel as well, I think this could be the beginning of a trend. Chase and Citibank, if I am correct, will be seen as first movers.
Citibank's departure does two things. One, it will reduce costs at Citibank's card unit. There is a cost associated with "boarding" new customers. Indeed, affiliates, for example, get a commission for every applicant who successfully turns into a customer. What's more, many of the affiliate offers also come with nice teaser promos. You'll find fewer of those on credit-card company sites. That should result in a cost reduction for Citibank as well. In addition to driving costs down, Citibank will effectively be slowing loan growth as well. Indeed, fewer applications coming from the affiliate channel means less lending overall. In the meantime, Citibank will continue to market credit cards from its own Web site.
Last month when I wrote my piece on Chase's exit (story link here), I said this: "I'll be keeping my ears and eyes open for further developments." Let's just say that Citibank's move, coupled with Chase's move last month, has my attention. This is a further development. And it bears watching.
On Sunday, Meredith Whitney, a banking analyst at Oppenheimer, said that credit card companies would rein in some $2 trillion in credit lines during the next 18 months (story link here). Whitney said the cuts will be made in "reaction to risk aversion, constrained capital and regulatory change."
Make no mistake, these recent departures from the affiliate marketing channel represent a desire to do less lending. I think we can tie some of it to the same stuff that Whitney cited in her op-ed piece: a reaction to risk aversion, constrained capital and regulatory change.
All I can say is stay tuned. I am sure there is more to come.
Related Articles:
Chase Pulls Out of Affiliate Marketing Channel -- Just How Bad Is This Credit Market?


















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