Happy Tuesday!

We hope you're having a great August so far. If you're on holiday right now, kick back with a cocktail and enjoy our new feed of show content, streaming on Hello Partner.

You can also float back to the early days of affiliate marketing with our Pick of the Day, and rediscover some lessons that might help the industry take on the new frontier.

And if you're still in need of a digest, we've got notable hires this month, more news, and an industry debate.

On with the news!

In today's newsletter:

  • Pick of the day: Will affiliate be the monetisation layer for vibe-coding?
  • Trending: Notable hires, promotions, movements this month; TikTok's latest affiliate programme.
  • Top Tip of the Week: Consider how you measure incremental sales.
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Pick of the day

Will Affiliate Be the Monetisation Layer for Vibe Coding?

“When I first got into affiliate marketing, in 2005, you could build a website and then easily pick up a link to monetise it. We were monetising these little projects we were hacking together. That has all but disappeared from affiliate marketing today.”

Rob Berrisford suggests that affiliate marketing needs to look back to its roots in order to move forward, especially as AI-driven ‘vibe coding’ opens new doors for creators.

When these developers and creators start looking to monetise their projects, affiliate marketing could be front-of-the-queue, ready to shake hands.

“You have to innovate. You have to do the new thing. You can’t sit on the sidelines shaking your fist at the sky.”

Read more

What's hot on Hello Partner right now

Monthly Top Line - July
Notable hires, promotions, and moves from the past month: major agency hires and startup bets to C-suite switch-ups.

TikTok Rolls Out New Affiliate Programme, Hailed As “Affiliate Marketing Meets UGC”
The programme is aimed at smaller creators, who can earn commissions on select hotels by sharing affiliate content during their stays.

APMA Launches Affiliate Brand Survey for 2025
The APMA has launched its annual survey to map out yearly spend in the affiliate industry. The findings will be revealed at PI LIVE Europe.

The First Wave of Speakers for PI LIVE Europe 2025 Has Landed
Meet a selection of the bright minds shaping the conversation at PI LIVE Europe this year.

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Join the Industry at PI LIVE Europe

This October, PI LIVE Europe returns to Old Billingsgate, bringing together top brands, publishers, and tech leaders to share insights, spark ideas, and build lasting partnerships.

Earlybird pricing won’t be around for long, book now to guarantee your place.
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Tip of the Week

Stay at the top of your game

Incrementality – one of marketing’s best made-up words.

It’s also a Holy Grail in affiliate marketing.

Unlike an Arthurian legend, it’s not beyond the realms of existence, but it is elusive.

Acceleration Partners’ Helen Southgate recently sparked an intriguing debate: how do you actually measure an incremental sale in affiliate?

She posed two scenarios:

  1. Six touchpoints before the sale, ending with a voucher site.
  2. Just two touchpoints, also ending with a voucher site.

Which feels more incremental?

The case where the voucher site sealed the deal after others couldn’t? Or the one where it closed the sale more efficiently?

Across 36 responses, opinions split. Some said both were incremental. Others, neither. The rest picked just one.

We might not have cracked the incrementality code, but the conversation is alive, and worth exploring in depth.

So, how do you measure an incremental sale? Let us know.

Amusing Affiliates

GPT-5 might be able to vibe code your website, but it hasn't perfected the art of the affiliate meme.

Jobs

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Job role: Head of Affiliate Marketing
Company: DAZN
Location: London, UK

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Until next time,

Sol Wilkinson
Journalist
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