Welcome to another Affiliate Pulse!
At Hello Partner this week, it’s the calm before the storm. Next week, we’re heading off to London for IPX and Partnership Day, followed by our exclusive GIMA Shortlist Brunch on Wednesday.
It’s an exciting time in the industry right now, and we’re on the front lines covering the evolution and innovations and celebrating the wins.
In today’s newsletter, we’ve got an interview with OpenAttribution’s Director Alex Springer on how affiliate reframes its selling point in the AI era, insight into Adtraction’s Affiliate Future acquisition with Simon Gustafson, and a breakdown on retail media and affiliate convergence.
We share what you can expect from the upcoming IPX and Partnership Day events in London, how publishers respond to the LLM takeover, plus the APMA’s new survey on MMMs.
Now, let’s get on with the news.
In today's newsletter:
- Pick of the day: Is the AI Era a Chance for Affiliate to Reframe its Selling Point?
- Trending: Adtraction’s Simon Gustafson on the Affiliate Future Acquisition and Integration
- Industry Insight: Is Marketing Mix Modelling One of the Biggest Existential Threats Facing Affiliate?
Pick of the day
Is the AI Era a Chance for Affiliate to Reframe its Selling Point?
Amid AI disruption, how does the industry recalibrate and capitalise on the opportunity in this new landscape? Sol Wilkinson spoke to OpenAttribution’s Alex Springer to find out.
“At this stage, affiliate marketing is not one channel; it is every different website type, every way of engaging with customers that I think deserves its own attention as a channel. What affiliate marketing does really, really well historically is tie influence to outcome; understanding when the end user or customer reads something, what do they do next?” Springer said.
Adding: “The natural next question, of course, is whoever that outcome benefited, are they willing to then pay for that influence?”
Trending
What's hot on Hello Partner right now
“We're Recommending Brands Structure Dollars Across the Entire Funnel”: Kristina Nolan on Retail Media, Affiliate Convergence and AI
What can affiliate and retail media learn from each other? It’s all about data and incrementality.
What’s Ahead at Partnerize’s Partnership Day?
Hello Partner will be delving into what’s new, what’s changing and what’s on the horizon.
What to Expect from IPX London 2026
Hello Partner will be on the ground for an event that promises a lens into the future of partnerships.
LLMs Have Changed the Game. How Will Publishers Respond? The Ball’s in Their Court
From litigation and bot-blocking to content marketplaces, there’s no silver bullet solution — but for the first time in a long time, the industry is coming together for answers.
Adtraction’s Simon Gustafson on the Affiliate Future Acquisition and Integration
Adtraction has established a new UK organisation as part of the move, the company shared.
⏰ The Creatorfest Countdown Begins
Creatorfest, the festival of the creator economy, is just 3 weeks away.
Bringing together everyone from creators and talent agencies to brands, platforms and agencies, the agenda is jam-packed with keynotes, panels, and case studies delving into the latest hot topics, tech and platform transformations, and emerging monetisation models.
With the increasing convergence of affiliate and creator, the event promises an opportunity to get inside the evolving trends and opportunities in the space — including unlocking full funnel impact in the new era of influence.​
Grab your pass here.
Industry Insight
Stay at the top of your game
What’s one of the greatest existential challenges the affiliate channel faces today? According to Kevin Edwards, Founder of the Affiliate & Partner Marketing Association (APMA), it’s Marketing Mix Modelling.
In a post on LinkedIn, Kevin shared his account of hearing brand budgets being slashed or pulled as a result of MMMs' logic and rationale.
Kevin noted that this will be something the APMA zones in on over the next few months — part of that being investigating the reality that’s unfolding.
The APMA has been collecting insights across various topics recently, including the impact of AI and LLMs on publishers, and is now rolling out another survey on MMMs.
Targeting brands and agencies, the survey looks into the impact of MMMs on the perception of affiliate marketing to gather hard data for the industry.
“This is urgent, so please act this week. We're literally looking at decisions currently being taken that could lead to job losses, poor channel perception and a reversal of the amazing growth we've seen in recent years,” said Kevin.
You can find the survey here.
Amusing Affiliates
Jobs
Company: Capital One
Location: Richmond, VA
Get your company in front of 6,500+ affiliate & performance marketers by sponsoring this newsletter!
Browse our full media kit for a range of activations across Hello Partner.
Until next time,
|
Madaline Dunn Community Editor Email me Connect with me on LinkedIn |
