Matt Frary Disrupts the Affiliate Marketing World with Purchase of Elite Media Partners from Brook Schaaf

Purchase brings large-scale affiliates under one roof, aggregating affiliates’ sites and increasing their negotiation power with multinational brands

Today, Matt Frary, CEO of SmarterChaos.com, a digital marketing company and affiliate marketing agency, announced that he has purchased Elite Media Partners, a monetization agency and FMTC asset, from Brook Schaaf. With this purchase, Frary brings large-scale affiliates under one roof, opening the way for better representation and negotiation of terms with advertisers in the space.

According to Geno Prussakov of AM Navigator, advertisers spent $5 billion in 2016 on affiliate marketing, making the channel one of the most important digital channels in a marketer’s toolbox. The primary issue, Frary points out, is that the industry is often fragmented with millions of affiliates that are vying for the brand’s attention and budgets. Affiliates end up having very little leverage. Elite Media Partners focuses on aggregating medium to large affiliate sites to increase their negotiating power and to drive incremental revenue that they would not have already received from those brands.

On the effects of the purchase for SmarterChaos.com to make new services and tools available to affiliates, Frary said,

“We are so excited to acquire Elite Media Partners. This is another major disruption of the affiliate ecosystem as we aggregate tens of millions of users across many different large affiliates’ publishers and represent them to the branded advertisers, outsourced program managers, and top affiliate networks. No one has brought together the power of the affiliate like Elite Media Partners, and we aim to grow the consolidation very quickly. We are so pleased to work with Brook and the FMTC team to purchase the Elite Media Partner assets, as we know that our businesses at SmarterChaos.com, SheIsMedia, and Pollen-8 are uniquely positioned to build on the goodwill that Brook and his teams have built with well-known online marketplace clients. The FMTC technology and Publisher Toolkit will remain a part of our ecosystem as we build the business.”

Brook Schaaf welcomes the purchase, saying,

“Elite Media Partners has brought meaningful value to its publisher clients, but our larger company is better suited to focus on other products, in particular FMTC’s data feeds and our Publisher Toolkit. I’m pleased to transition this business to Matt and his team, and I know they’ll do a great job with relationship management on behalf of publishers.”

Stepping in as General Manager of Elite Media Partners is Karen Hoxmeier. As Hoxmeier expresses her thoughts about the new venture,

“Having collaborated on various projects over the past six years with Matt Frary, I’m really excited to be heading up Elite Media Partners. I plan to be an integral part of each of our clients’ businesses. Building new revenue streams for publishers and providing innovative marketing solutions for advertisers is what I live for.”

Frary is the CEO and founder of SmarterChaos.com and SheIsMedia.com and is a national expert on brand management and customer acquisition. SmarterChaos.com develops customer acquisition marketing programs designed to drive sales and increase ROI with savvy implementation that incorporates affiliate marketing, search engine marketing, influencer, social media and email marketing. SheIsMedia.com is an affiliate marketing resource for female bloggers, reshaping the landscape of women-focused performance marketing.

 Schaaf is the Co-Founder and Owner of FMTC.co, the data services company and parent company to Elite Media Partners, as well as Co-Founder of the recently-sold affiliate management agency Schaaf-PartnerCentric.

Hoxmeier is an 18-year veteran in the affiliate marketing industry, starting when she launched MyBargainBuddy.com, an online deal site, in 1999. Over the years, she has consulted for startups entering the affiliate marketing space, operated as an Affiliate Program Manager, served on CJ’s Publisher Advisory Board, and participated in panels at CJU and Affiliate Summit. For four years, she served as COO at FMTC,  and helped launch Fresh Press Media.

SmarterChaos.com represents top affiliates, brands and media partners around the world, including:

  • Tile
  • Miracle Ear
  • Donald J Pliner
  • eBags
  • Lillian Vernon
  • JewelScent
  • FabFitFun
  • and many more

Elite Media Partners represents well-known coupon and deal providers and online resource sites, including:

  • CouponCause
  • SendEarnings
  • InboxDollars
  • Spent
  • Healthgrades
  • Subscription Box Society

About SmarterChaos.com: SmarterChaos.com is an international digital performance marketing agency that focuses on driving customer acquisition for large brands. SmarterChaos.com was launched in 2010 by industry veterans to address the needs of advertisers to navigate the affiliate, search and social media landscape in a profitable way. Our services include affiliate marketing, social media marketing, lead generation, app installs, influencer marketing, retargeting, programmatic media and more. SmarterChaos.com is located in downtown Castle Rock, CO, and is a member of the local Economic Development Council, the Performance Marketing Association and the Forbes Agency Council. For more information, visit http://www.smarterchaos.com or contact Sheila Kirby at sheila@smarterchaos.com.

About FMTC: FMTC specializes in aggregating affiliate content and making it available to affiliates and bloggers through a series of services and tools, including FMTC’s coupon data feeds and Publisher Toolkit’s merchant database and reporting toolset.