🚀 impact.com CEO Talks AI & Subnetworks

Happy Tuesday, and welcome to another Affiliate Pulse!

Today’s newsletter dives deep into the ever-changing world of AI and its impact on the industry. 

From the emergence of GEO to traversing the zero-click environment, there are a lot of challenges to unpack and a myriad of takes on how the industry tackles them. Below, you can check out some of them. 

And with the recent OpenAI checkout flip-flop, I’m looking to hear from industry experts about what it means for affiliate. 

If you’ve got a thought to share, you can reach me on LinkedIn or drop me a line at madaline.dunn@hellopartner.com. 

Now, let’s get on with the news.

In today's newsletter:

• Pick of the day: Advertising’s Not Dead, But the Balance is Shifting, Says David Yovanno 
• Trending: OpenAI Pulls Plug on ChatGPT Checkout Plans
• Industry Insight: Treat Affiliate Like Paid Media

Pick of the day

Advertising’s Not Dead, But the Balance is Shifting, Says David Yovanno

I recently spoke with David Yovanno, CEO of impact.com, to get his take on AI and the evolution of influence. 

In our conversation, we touched on everything from the creator-affiliate convergence and brand safety to investing in the community. 

“What we're saying is you need to shift the balance to really investing in the community. The voices within the community form partnerships with those who are really shaping buying decisions. That is happening now in the community.”

Trending

What's hot on Hello Partner right now

Probabilistic Isn’t the Endgame: Alex Springer on Affiliate in the AI Era

OpenAttribution Director Alex Springer talks content value, governance, and breaking open the black box.

OpenAI Pulls Plug on ChatGPT Checkout Plans

The AI giant will instead funnel purchases through to connected third-party apps.

The Affiliate ‘Unicorn’: How Storytelling Accelerated Q4 Results

To unlock revenue gains, you need to master storytelling, says Genie Goals' Rachel Said.

Level Up: Expert Insight in the Heart of Bristol

From vibe coding to embracing the weird, you won’t want to miss these workshops.

Industry Insight

Stay at the top of your game

“Most brands treat affiliates like a side channel. The smart ones treat affiliates like paid media,” says Ishtvan Torpoi.

According to Ishtvan, scale comes when affiliates act like media buyers.

“Your job as an advertiser isn’t to ‘get affiliates’. Your job is to give affiliates something they can run profitably.”

This means zoning in on strong copy and multiple creatives, testing for volume and conversation rate and, when the time calls for it, killing your darlings. 

Indeed, while good affiliates will double down on what works, bad programmes try to keep everything alive, says Ishtvan. 

But it’s also about shifting mindset. Affiliates, he says, are not just publishers, but also traffic buyers with their own budget.

“Treat affiliates like paid media and your program will start scaling like it.”

Amusing Affiliates

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Until next time,

Madaline Dunn Community Editor Email me Connect with me on LinkedIn