Welcome to another Affiliate Pulse!
It’s been a busy week at HP HQ. Yesterday we hosted the 20th edition of the PMAs. It was my first PMAs and a truly wonderful night of celebration. I had the opportunity to chat with the gold winners, hear their stories and learn more about what goes on behind the scenes. Speaking of, an incredible amount of hard work goes on behind the scenes at the PMAs, and I just want to give a huge shout-out to my amazing team, who made it such a memorable and special night.
This week, we’ve also got some industry insights from Awin CEO Adam Ross. I recently spoke with Ross about all things tracking, convergence and evolution — we even touched on the rise of the AI influencer and how he thinks they’ll fare.
Plus, the one you’ve been waiting for: senior execs respond to the strategic alliance that shook the industry. The affiliate CEOs and founders shared how it will impact the industry, future consolidation and what’s ahead on the horizon.
This week, PI LIVE also announced its collaboration with the AAB to create a much-needed resource for brands: an agency ecosystem map. Submissions are now open, and if you want to get your agency on the map.
We’ve also got a session on how performance marketing can balance authentically driving meaningful change while delivering competitive ROI.
Now, let’s get on with the news.
In today's newsletter:
- Pick of the day: Affiliate Needs a New Engine: Awin’s CEO on Writing the Industry’s Next Chapter
- Trending: Industry Responds to the Rakuten x impact.com Alliance
- Industry Insight: Say No to Silos.
Pick of the day
Affiliate Needs a New Engine: Awin’s CEO on Writing the Industry’s Next Chapter
The industry is undergoing a reconfiguration. In a space where deterministic tracking was once the underpinning of affiliate’s strategy, LLMs are re-paving the path to purchase.
But Adam Ross said that while parts of the industry are facing fundamental changes, affiliate is far from dead.
“We think that there needs to be a new engine at the centre of the industry that interprets and tracks many different signals and provides advertisers with a new robust system to measure and determine value and ultimately pay on that value.”
Trending
What's hot on Hello Partner right now
Industry Responds to the Rakuten x impact.com Alliance
We heard from leaders across the industry to get their take on what the alliance signals.
PI LIVE Europe and AAB Launch the Agency Ecosystem Map
The map serves as a tool to match brands with the right agency at the right time.
Profit with Purpose - The New Era of Responsible Performance Marketing
This panel explores how performance marketing can authentically drive meaningful change while delivering competitive ROI.
The Performance Marketing Awards: 20 Years of Game-Changing Innovation
A truly unforgettable night, the awards shone a light on creativity, industry breakthroughs, and the power of community.
Industry Insight
Stay at the top of your game
Katie Sedlak says it’s important to remember that working in silos won’t serve you.
Katie warns that often, companies treat affiliate partnerships and paid acquisition as separate growth channels. This, she says, is the wrong approach.
When working together as part of the same revenue strategy, the two can improve overall channel performance, strengthen attribution visibility, increase acquisition efficiency, and drive stronger profitability across the entire marketing ecosystem.
On one hand, paid media can create scale and speed, while on the other affiliate partnerships contribute to diversification, efficiency, and long-term distribution.
“Together, the two channels improve profitability by reducing acquisition inefficiencies and expanding scalable customer acquisition opportunities,” says Katie.
And remember, growth is not just about increasing traffic volume: “It’s about building acquisition systems that scale profitably.”
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Until next time,
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Madaline Dunn Community Editor Email me Connect with me on LinkedIn |
