[Linda Buquet]

Great question Edwin and I like the fun way you worded it.

Yes usually the last cookie wins.

EXCEPT... and this is the question I thought you were going to ask about, when I read the subject line...

EXCEPT in the case of merchants that are on 2 different networks or have both an Indie and a network program. Then the last cookie scenario doest work.

I think for most merchants they have to program something on their end or do some manual checking to find out which referral was the last one in if the customer hit a CJ link then a SAS or in-house affiliate link. In many cases the merchant does not check and just ends up paying twice for the sale.

I know lots of little naive merchants that think being on a 10 different affiliate networks is just like being in 10 different PPC search engines - the more the better. Many times they don't even think about or realize they could be paying out double or triple.