According to Ben Smye, Head of Marketing at Atolls, while traffic can be gamed, influence can’t, and community and content partners shouldn't be judged purely on the last click.
At CreatorFest 2026, YouTube’s Head of Creator Partnerships for the UK&I officially launched the highly anticipated YouTube Shopping Affiliate Programme.
The path to purchase used to be a funnel. Now it's an ecosystem, split across creators, communities, AI assistants, and search, with no single gateway left to own. Here's why that shift changes everything for partnerships, and why it's our theme for PI LIVE Europe 2026.
