Affiliate marketing software provider NetRefer has extended its long-running partnership with London-listed betting and gaming operator Paddy Power Betfair.

NetRefer has been providing its affiliate services to Paddy Power since 2007, and will continue to empower the operator, newly merged with Betfair, with its Unified Performance Marketing platform.

The platform is an automated marketing solution delivering a complete unified view on the performance marketing ecosystem.

Using NetRefer’s latest technology, it caters for the automation of the whole affiliate life cycle from affiliate signup to CRM (customer relationship management), media serving, accurate tracking, customer reporting, finance and rewards management up to direct automated payments to affiliates.

NetRefer also provides affiliate software to the likes of 32Red, Boylesports, Casumo, ComeOn, Dafabet, Interwetten, Lottoland, Unibet, and Mr Green among others.

“Our long-term strategic partnership with Paddy Power Betfair reinforces our commitment to further embed ourselves with our clients, providing an outstanding service placing clients at the heart of everything that we do,” said Timothy Buttigieg, chief operating officer of NetRefer.