Pat was told he didn’t know enough about affiliate marketing to start an in-house program, so he decided to learn more about it from the affiliate side. A few months later, his first affiliate website was making him more affiliate money than his job ever did, so he quit. Pat has now been an affiliate, merchant, affiliate manager / OPM, PPC consultant, investor, network compliance cop, researcher, beer taster, vocal forum member, mentor, advisory board member, charity donor, biz owner, analytics expert, fisherman, and general smarty pants instigator. Having spent his own money for PPC in his early days, his expertise is in ROI-centric PPC management, with an eye on multi-channel attribution. Affiliate genes in his DNA, his RhinoFish Media PPC agency is performance based. He knows every trick in the book, and thoroughly enjoys “educating” those who pursue unethical ways that harm the ecosystem he calls home.