Affiliate models are extremely popular in the marketing space as the revenue-sharing model rewards affiliates with a percentage of the sales they promote for a product or brand. The affiliate channel is popular because of its low risk. Affiliates are not paid upfront, but rather once the desired action has taken place, such as a sale.

With brands and marketing professionals alike often seeing it as a no-brainer to invest in affiliate spend, the term ‘programmatic is problematic’ arises as those with their foundations firmly in the affiliate space tend to consider programmatic media campaigns to be wasted effort, and spend.  

But is programmatic really problematic? Or could investing in the channel be the key to boosting brand awareness?

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