Welcome to another Affiliate Pulse!
It’s another busy week at Hello Partner HQ. I’m in London this week covering the latest scoops and hottest industry trends at IPX, Partnership Day and then the GIMA Brunch. Stay tuned for our coverage, but before that, we've got a stacked newsletter for you this week.
Rachel Said asks 'Who owns compliance?', we have deep dives on all things AI - from the industry opportunity and standards to the launch of the AIP Summit.
We've also got a big-name rebrand, expert insights into writing a gold-winning GPMA entry and a session on building demand generation programs that scale and sustain long-term success.
Now, let’s get stuck in.
In today's newsletter:
- Pick of the day: Who Owns Compliance?
- Trending: Tradedoubler Launches New Umbrella Group Brand NYORDA.
- Industry Insight: Balance is Key.
Pick of the day
Who Owns Compliance?
In her latest Industry Voice column, Rachel Said asks a pertinent question: Who owns compliance.
According to Said, if you want a clean affiliate programme, you need to be curious and ask the right questions.
“This is not about being down on our great channel. It is about accepting that if you want a clean affiliate programme, you must start asking: Who is that, and how do they drive traffic to me?”
The real benefit?
“You can reinvest in the hundreds of brilliant partners out there. Those are the publishers you can optimise with confidence, grow alongside and be proud to showcase.”
Trending
What's hot on Hello Partner right now
Market Movers: June 2026
Our look at the biggest launches, job moves, and M&As this month.
Affiliate Needs Hard Numbers to Tap into the AI Opportunity, Say Experts
I recently spoke with Microsoft’s Dr Paul Farrow and Bertelsmann VP, Achim Schlosser on the sidelines of an AI event in London, to hear their takes on Google AI Overview opt-out, publisher monetisation and the future of affiliate.
The Affiliate Model Survived Everything. Can it Survive AI?
Hello Partner's Matthew Wood delves into the industry's AI opportunity and the launch of the AIP Summit.
How to Write a Gold-Winning GPMA Entry
Our expert judges break down what makes an entry stand out from the crowd.
Demand Gen Revenue: The North Star Your Program Needs
This session unpacks how to design, measure, and optimise demand gen strategies that deliver real revenue outcomes.
"Media Owners Have Lost Control of Their Value Chain": David Buttle Talks Telemetry Standards, Big Tech and Bargaining Power
We spoke to David Buttle to hear about publishing’s inflexion point and the collaborative work of the SPUR Coalition.
Tradedoubler Launches New Umbrella Group Brand NYORDA
The company shared that the new brand unites its specialist businesses across affiliate, influencer, app, retail media and AI-driven search visibility.
Industry Insight
Stay at the top of your game
This week’s industry insight comes from Ross Longhorn, who says brands are making a mistake when it comes to affiliate.
According to Ross, it’s now common to hear "we tried affiliate and it didn't work for us."
But what’s really going on here? Ross says it's easy to see.
A brand launched on a network, signed up cashback and voucher partners, witnessed some revenue growth, and then watched it flatten.
Their conclusion? Affiliate wasn't the right fit, let’s walk away.
However, the mistake was the approach, says Ross.
"The setup was the bottom of the funnel. Coupon partners closing demand that was already there. There was never anything in the program that was creating new demand."
This was not supplemented by editorial outreach or comparison content, and there was no presence in the buying guides, or publisher relationships.
"The middle and top of the channel never got built. Then the brand judged the channel on a half-built version of itself."
How does affiliate prevent this from happening? What needs to change to alter brands’ perception? Is education and storytelling the best play here?
I’d be interested to get your take.
Amusing Affiliates
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Until next time,
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Madaline Dunn Community Editor Email me Connect with me on LinkedIn |
