Plan B

Every publisher running cloaked, geo-targeted links to regulated brands loses a slice of their traffic to geos they have no deal for. The redirect fires, the visitor lands on a dead URL, a brand that won't accept them, or a fallback page generic enough to say "you shouldn't be here". The click is gone and so is the revenue on it.

Plan B is the opt-in safety net for that case. When a click arrives from a geo your declared brands don't cover, the redirect service hands the visitor to a Plan B page instead of failing. The page shows the top three compliant alternatives for their geo and vertical, lets them pick one, and gets them somewhere they can convert. You decide which brands may appear and how the page looks.

It ships in two stages. Stage 1 is the manual setup. Stage 2 adds the top-three lists computed in the background per publisher, vertical and geo, held in a cache the page reads from.

• A fallback page for any cloaked link hit by a geo your rules don't cover, showing the visitor's region, where they were heading, and the alternatives in the template you picked.
• Three alternatives per visitor, matched on vertical and geo. The ranking takes your own declared brands first and fills the remaining slots from Routy's fallback pool for that vertical and geo, so a US sportsbook publisher hit by a visitor from a state they don't cover sees other sportsbooks licensed in that state rather than something unrelated.
• A choice of template, each rendering the same three brand cards with a logo, a one-line offer and a call to action, plus a visible link to continue to the original site anyway. You can switch template whenever you like without re-routing or re-tagging anything.
• A force-continue path for visitors who want the original destination. Taking it skips the geo check for that click, sends them to the original brand, and records the click with the force flag, so your reporting can tell forced traffic from normal traffic.
• A share of what a Routy fallback brand produces. If a visitor converts on a brand from Routy's pool rather than your own catalog, the commission comes back to your account on a split, so Plan B can earn from clicks you had no way to monetise.
• Preferred brands, if you want to set them. Mark a brand and it appears in the top three whenever it matches the geo and vertical; leave them unmarked and Routy's ranking decides the order.
• Click-level visibility in your reporting. A Plan B redirect is flagged separately from a normal click and each follow-on click, alternative chosen or force-continue, is its own record, so you can see both how many clicks Plan B caught and what happened to them afterwards.

The fallback pool does more work here than it first looks like it does. Most publishers in regulated verticals have negotiated deals with something like a dozen brands. Routy's pool covers more brands in more regions, which is what makes the offer hold up in a geo where your own catalog has nothing at all.

Three pieces: the Routy redirect service you already use, the Plan B page, and a cache holding the per-publisher top-three lists.

A visitor clicks a cloaked link and the redirect service runs the same geo check it runs today. On a match, they go to the original destination. On a mismatch, rather than failing the redirect, the service sends a 302 to the Plan B host carrying the publisher id, the vertical, the visitor's geo and the original URL.

The Plan B page reads the pre-computed top three for that publisher, vertical and geo from the cache. A background job keeps those lists current and recomputes them when your catalog changes. If the cache has nothing for that geo, which can happen in the first hours after a new geo starts sending traffic, the page sends the visitor straight on to the original URL with the force flag rather than showing them anything broken.

Click records stay immutable through all of it. The click that triggered Plan B is recorded once and flagged as Plan B. The follow-on click, whichever way the visitor went, is a separate record. Reporting joins the two by session and time window, so you get a before-and-after view without any record being rewritten after the fact.

On the rollout:

• Stage 1 ships the redirect flow, the page and the templates, working against a static fallback set per publisher. Nothing to configure beyond the switch and a template.
• Stage 2 ships the computed top three from your catalog plus Routy's pool, with the ranking and the revenue split live.
• Both stages give you the same controls: one switch, a template picker, and optional preferred brands. Moving from one stage to the other doesn't change anything you touch.

Preview the templates

Four template designs are in development for launch. Each renders the same brand data with a different visual identity, so the page can match the audience you're speaking to. These previews run on mock brand data:

• Helpful (light, friendly), a soft gradient background and three equally weighted cards, with copy that reads as helpful rather than apologetic. Works for most verticals.
• Sportsbook (dark, urgent), high-contrast dark theme with the top pick taking the hero slot. For audiences that expect energy.
• Editorial (light, minimal), white background, serif headlines, vertical list. Reads like a review page rather than a sales page.
• Clean (modern, SaaS), a single bordered card on soft grey, system sans, no gradients or theme colours. Built to sit alongside your own brand identity instead of imposing Routy's.

A fifth casino-styled template with glassmorphism and gold accents is on the list for launch.

The case is the clicks you're already paying for and currently throwing away. A visitor who arrives from a state or country none of your brands accept costs you the same acquisition spend as one who converts, and today that click ends on a page that sells nothing. Plan B puts a compliant brand in front of them instead, and the ones who take it earn something on traffic that earned nothing before.

The other half is what the visitor thinks. Someone who lands in a geo you don't cover doesn't blame the regulator, they blame the site that sent them. A page that hands them a relevant, licensed alternative for where they actually are reads as the site having gone to some trouble for them, rather than as the site being broken.

Plan B is not for you if your traffic is single-market and your brands cover it. It's for the case where your geo rules have holes you can't close commercially: US state-by-state iGaming at launch, and anyone running one piece of content across several jurisdictions.