✊ Industry Vets Campaign for Browser Extension Compliance

Happy Tuesday, and welcome to another Affiliate Pulse!

This week, we’re talking industry recalibration, standardisation and regional pivots. 

We recently caught up with Rakuten Advertising’s Nick Fletcher and Meytal Markman to break down how the industry keeps up with the pace of technological transformation.

We also got the inside scoop on a new Affiliate Software Code of Conduct from industry veteran James Little and Ben Edelman — standardisation is a hot topic this year.

We hear from PartnerBoost VP William Hamer-Jones about China’s affiliate ecosystem and the country’s regional pivot, and impact.com's San Sareen tells us about a new role emerging in the middle of the funnel.

And there’s plenty of advice for affiliates looking to level up, from creative customisation to the perfect affiliate mix. 

Oh, and entries for the 2026 Global Performance Marketing Awards are now open. Download our entry kit for the inside scoop on how our judges assess creativity, strategy and measurable results and the steps you need to take to write a winning entry 🏆.  Read more about that here.

Now, let’s dig in. 

In today's newsletter:

• Pick of the day: “The Rate of Change is Exponential”: Nick Fletcher on Consumer Journeys, Tracking and Industry Convergence
• Trending: New Affiliate Code of Conduct Aims to Standardise Software Guidance
• Industry Insight: Mix it up 🥣

Pick of the day

“The Rate of Change is Exponential”: Nick Fletcher on Consumer Journeys, Tracking and Industry Convergence

We recently spoke with Rakuten Advertising’s SVP EMEA, Nick Fletcher, about industry transformation, touching on everything from changing consumer journeys to affiliate-creator convergence.​

We also delved into the trials and tribulations of tracking and the new era of probabilistic.​

“It's a different way of thinking about measurement, but it does present an opportunity, particularly for something like affiliate, which has, I think, almost been held back at some points by this last click wins approach.”

Trending

What's hot on Hello Partner right now

New Affiliate Code of Conduct Aims to Standardise Software Guidance

The Code follows a big year of industry debate amidst browser extension controversy.

Performance Needs Personality: Why Creative Customisation Drives Real Results

This session explores how adding personality and creativity to performance campaigns can unlock stronger engagement and real business outcomes.

“Global Affiliate Programmes Are Becoming a Hot Topic”: PartnerBoost VP on China’s Affiliate Ecosystem

Affiliate is heating up in China, with Europe emerging as a key market for Chinese brands. 

Affiliate Earns a Seat at the Table: Meytal Markman Talks Innovation, Brand Safety and Micro-influencers

The Rakuten Advertising VP said tracking innovations are beginning to capture affiliate’s ambient value. ​

Last Click Captures Demand, But Creators Build it

Brands need to treat the funnel as a connected journey, says impact.com's San Sareen.

Fifty Shades of Risk, Inside Affiliate’s Grey Zones

This session explores the latest research and case studies from across the industry to expose where fraud hides and how it evolves.

Industry Insight

Stay at the top of your game

This week, we’re sharing a top tip from Fay Burrows, Growth Manager at Embryo, who shares the recipe for a good affiliate mix. 

Fay says that for brands feeling like their affiliate programme has hit a ceiling, it’s important to look at the data to discover the pattern. 

According to Fay, a recurring theme is that brands are over-seasoning with bottom-of-the-funnel partners. 

While they might tick the conversion box, if they’re making up the vast majority of the mix, you’ll need to throw in some extra ingredients, otherwise, as she says, you're just subsidising existing demand and potentially souring the dish.

Fay says full funnel is the way forward if you’re eyeing a rise: 

• Folding in some premium editorial publishers and fashion directories can help you break into new audiences. 
• A sprinkling of review sites and influencers builds brand trust.
• A garnishing of closed-user groups and card-linked offers drives repeat purchases.

“Affiliates shouldn't just be a discount channel. It's a brand-building channel if you have the right mix.”

Amusing Affiliates

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Until next time,

Madaline Dunn Community Editor Email me Connect with me on LinkedIn