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Lindsay Tarnowski
The Case for Responsive Display Ads

As marketers, we like to think we know what’s best for our clients and the campaigns we set up for them (job security, right?), but sometimes, leaning on the algorithm is the best road to take.

The Case for Responsive Display Ads

Affiliate Marketing

Who Gets the Commission? Rethinking Affiliate Attribution

Affiliate Attribution Is Under Scrutiny. Here’s What Brands Should Do Next.

Affiliate marketing has always relied on a deceptively simple question: Who gets credit for the sale? Recent controversies involving ShopMy, Phia, Honey, and Capital One Shopping have brought that question into sharper focus. The cases are different, but together they are pushing brands, publishers, creators, and networks to take a harder look at what commission reports actually measure.

What Happened With ShopMy

In August, researcher Ben Edelman published archived ShopMy guidance that recommended brands preserve ShopMy’s commission when the same order appeared in ShopMy and another affiliate network. In practice, that meant canceling the duplicate in the other network, regardless of which platform recorded the final eligible click.

That recommendation drew criticism because last-click attribution remains the standard for many affiliate programs. Prioritizing one platform by default could shift commission away from another publisher or creator without proving which touchpoint came last. Business of Fashion reported that ShopMy declined to comment on the specific allegations, and merchants were not required to follow the guidance.

There are also important limits to what has been established. Edelman identified 527 ShopMy brand partners that appeared to operate through at least one other affiliate network, but that overlap does not prove all 527 brands double-paid commissions, reversed valid referrals, or followed ShopMy’s recommendation. Current ShopMy documentation gives merchants control over validation and reversals, according to Affiverse.

Why This Conversation Is Bigger Than ShopMy

ShopMy is the latest name in a broader attribution debate, but the mechanics differ across cases. The ShopMy issue centers on how a merchant resolves duplicate claims from separate systems. The allegations involving Honey, Phia, and Capital One Shopping center on browser extensions or shopping tools allegedly replacing or refreshing affiliate tracking near checkout.

Those distinctions matter. We should not treat every attribution dispute as the same behavior. Still, each case exposes the same structural tension: several partners may influence one purchase, while the commission model often pays only one.

A shopper may discover a product through a creator, return through paid search, read a publisher review, and apply a coupon before buying. Last-click attribution provides a clear payment rule, but it does not necessarily identify the touchpoint that created demand. First-click attribution has the opposite blind spot. Multi-touch models add nuance, but they also require assumptions about how much value to assign each interaction.

The RMP Point of View

No attribution model is completely perfect. Changing the model can change who receives credit, but it does not create a complete view of the customer journey. That is why we do not see this as a simple choice between last click and a supposedly better alternative.

The bigger opportunity is to make attribution rules intentional, transparent, and tied to the role each partner plays. A creator who introduces a new customer, a content publisher who helps with research, and a coupon partner who closes an order may all provide value. They do not necessarily provide the same value, and they should not automatically receive the same commission or be evaluated against the same goal.

Commission data is still useful, but it is one signal. Brands should read each attributed order as a claim that can be validated against first-party data, the customer journey, and the program’s agreed-upon rules.

What We Recommend for Brands

  • Map the full affiliate stack. Document every network, creator platform, browser extension, direct integration, and tracking pixel connected to checkout. Overlap is hard to manage when ownership is unclear.

  • Set a cross-network deduplication rule. Decide in advance how the brand will handle the same order appearing in multiple systems. Where last click applies, compare timestamps across platforms when the data is available instead of automatically favoring one partner.

  • Put the rules in writing. Program terms should explain attribution windows, valid reversal reasons, coupon and trademark policies, and how duplicate transactions are resolved. Apply the policy consistently.

  • Review reversals at the order level. Track why commissions are reversed, distinguish duplicate orders from invalid referrals, and give publishers a clear process to question a reversal.

  • Measure the value behind the click. Compare platform reporting with first-party new-versus-returning customer data, email and SMS history, post-purchase surveys, and, when feasible, holdout tests. This helps separate conversion credit from incremental demand.

  • Align commission with partner contribution. Use commissioning rules that reflect the role of the partner. Content and creator partners may warrant different rates or incentives than coupon, cashback, or loyalty partners.

  • Keep the model under review. Attribution should evolve as the partner mix, technology, and customer journey change. A regular audit is more useful than waiting for a public controversy to expose a gap.

The Bottom Line

Affiliate attribution is not becoming less useful. It is becoming harder to accept at face value. The current debate gives brands a reason to revisit how credit is assigned, how commissions are validated, and whether payout rules match the value each partner is expected to deliver.

The goal is not to find a flawless attribution model. It is to build a clear, defensible approach that protects partner trust, controls duplicate costs, and helps the brand make better investment decisions.

Not sure how your affiliate partners are receiving credit? RMP can help audit your tracking, commissioning rules, and cross-network overlap.

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The Cookie Stuffing Controversy: What Brands Need to Know

AI-powered shopping tools are quickly changing the way consumers discover products, compare prices, and make purchasing decisions. But as these platforms become more involved in the customer journey, they also raise an important question for brands: Who should receive credit for a sale?

That question is at the center of the recent controversy surrounding Phia, a fast-growing AI shopping platform accused of engaging in a practice known as cookie stuffing.

What is Phia? 

Phia is an AI-powered shopping assistant and browser extension co-founded by Phoebe Gates and Sophia Kianni in April 2025. The platform helps shoppers compare prices, discover alternatives, find deals, and earn rewards while shopping online across 220,000+ sites.

The company grew quickly. Within roughly a year of launching, Phia had surpassed 1.5 million users and attracted backing from major venture capital firms and high-profile investors. Its $35 million Series A was led by Notable Capital, with participation from Khosla Ventures and Kleiner Perkins. Additional investors have included well-known names across entertainment, technology, and social media, such as Alix Earle and Hailey Bieber.

In July 2026, however, Bloomberg reported that Phia's browser extension was allegedly claiming affiliate credit for purchases it did not meaningfully influence, bringing a relatively technical affiliate marketing issue into the spotlight.

What is Cookie Stuffing? 

To understand the controversy, it helps to understand how affiliate marketing functions.

In a traditional affiliate relationship, a publisher sends a shopper to a brand's website through a trackable affiliate link. If that shopper completes a purchase within the agreed attribution window, the publisher may receive a commission for helping generate the sale.

Cookie stuffing occurs when affiliate tracking is placed on a user's browser without the meaningful interaction typically required to establish an affiliate referral. As a result, a publisher may receive credit, and potentially a commission, for a transaction it did not actually influence.

For brands, this can create more than an attribution problem. It can mean paying commission on revenue that may have happened organically or should have been attributed to another partner.

What Was Phia Accused of Doing?

According to reporting from Bloomberg and subsequent coverage, Phia's browser extension could trigger affiliate tracking while users shopped, even when Phia had not meaningfully referred the shopper to the retailer.

In some instances, the extension reportedly opened activity in the background and inserted Phia's affiliate referral information during the shopping journey. This could override another affiliate's referral and allow Phia to receive credit for a transaction it may not have generated.

That distinction is critical.

Affiliate marketing is designed to reward partners for contributing value to the customer journey. If a publisher simply appears at the end of an existing journey and takes attribution without providing meaningful influence, brands can end up paying for sales they may have received anyway.

The controversy intensified in August when additional Bloomberg reporting indicated that Phia's founders had been aware of the attribution practices for at least seven months before the initial report. Phia has disputed portions of the reporting and said that features causing misattribution were removed in July.

What Is Phia Doing Moving Forward?

Phia moved quickly to address the issue publicly and said the features responsible for misattributed transactions were removed on July 7.

The company has also said it is working to reverse affected transactions and strengthen its compliance efforts. Meanwhile, Impact.com removed Phia from its marketplace following the initial reporting.

For brands and affiliate marketers, these actions are worth watching. The bigger question isn't simply whether Phia changes its technology, it's whether the platform can demonstrate that future commissions are based on legitimate, incremental influence within the customer journey.

What Does This Mean for Brands?

The Phia situation highlights a larger challenge facing affiliate marketing as browser extensions, AI shopping agents, coupon tools, and other technologies become more sophisticated. Attribution does not always equal incrementality.

A transaction appearing in an affiliate platform does not necessarily mean that the affiliate caused the transaction. Brands should understand how partners interact with consumers, when they enter the customer journey, and what action actually triggers affiliate attribution.

For brands currently evaluating Phia, a cautious approach makes sense. Pausing partnerships while Phia's compliance practices and attribution methods continue to develop can give brands time to assess how the platform responds.

That doesn't necessarily mean writing Phia off permanently. The platform has demonstrated significant consumer adoption, and AI-powered shopping assistants will likely remain an important part of the evolving commerce landscape. Brands may want to reevaluate Phia in six to twelve months once there is a longer track record under its updated practices.

More broadly, brands should use this moment to review their affiliate programs. Pay particular attention to browser extensions and other partners that frequently appear late in the customer journey, monitor unexpected changes in conversion rate or affiliate revenue, understand each publisher's attribution methodology, and work closely with affiliate networks and agencies to identify suspicious activity.

The Bigger Affiliate Marketing Takeaway

The Phia controversy isn't only a Phia story. It's a reminder of why incrementality, transparency, and attribution quality matter in affiliate marketing.

As AI shopping tools, browser extensions, and loyalty partners continue to grow, brands shouldn't evaluate partners solely by the revenue appearing in an affiliate dashboard. The more important question is whether those partners are actually influencing consumer behavior and creating value that would not have existed otherwise.

Brands can also use dynamic commissioning to better align affiliate payouts with incremental value. This could mean offering higher commissions for new customers, reducing commission rates for returning customers, or limiting or eliminating commission when another paid marketing channel meaningfully contributed to the conversion. Brands may also consider setting lower commission rates for browser extensions, coupon, and loyalty partners that frequently enter at the bottom of the funnel. These structures allow brands to continue working with valuable partners while ensuring commissions more closely reflect each publisher's actual contribution to the sale.

Ultimately, affiliate marketing works best when brands aren't simply asking who received credit for the sale, but who actually helped create it, and compensating partners accordingly.

Sources:

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Q4 Readiness: How to Prepare Your Affiliate Marketing Strategy For The Holidays

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Brands that consistently outperform in Q4 don’t start preparing in October. They start now. The ones that win the holiday season have already locked publisher placements, aligned promotions, refreshed creative, and optimized their programs before the rush hits. Here’s how to build that foundation before the window closes.

Finalize Your Promotional Calendar

Nail down what offers and promotions you're supporting in the back half of the year. What’s planned for the following occasions?

  • Halloween

  • Early Holiday Sales

  • Black Friday

  • Cyber Week

  • Giving Tuesday

  • Green Monday

  • Free Shipping Day

  • Shipping Deadlines

  • Boxing Day/End of Year Clearance

Publishers often plan their content calendars weeks or months in advance, so having promotions locked in early improves your chances at securing placement opportunities, especially where inventory is limited (for example, with loyalty sites). 

Identify Your Top Performers 

Your top performing partners are the ones you can count on to deliver in Q4, start there. These publishers are partners that have consistently performed well for you in the past, that you can most likely count on to continue providing strong performance for you in the future. This is your first group of publishers to reach out to and discuss: their Q4 opportunities, what they need, and how you can work together. 

Prioritize Publisher Outreach

At the start of Q4, many publishers will go into code freezes and not add any new partners to their sites. On top of that, placements for this time of year are at a premium, and likely to sell out if you don’t have your Q4 media purchased by early-October. 

If you wait until you get closer to Q4 to investigate partner and placement opportunities, you’ll find that most of those spots have gone to your competitors. 

Build Trust With Customers

Shoppers start with research, not intent. Gift guides, review roundups, and editorial comparisons shape purchase decisions well before Black Friday hits. That research happens largely on the same publisher properties that power your affiliate program. Getting placed in those editorial features early puts your brand in the consideration set before your competitors do. By the time a shopper is ready to act on a promotion, the brands they already know have a meaningful conversion advantage.

Determining Which Placements Are The Right Fit

Buying early matters, but placement fit matters just as much. When searching for placements opportunities, you should consider a few things:

  • What key shopping moments align with your promotional calendar? 

  • What budget is available for Q4 placements? Does a flat-fee, or commission model make more sense?

  • Is your content in platform seasonally relevant, and up-to-date? 

  • Have you bought media with this publisher in the past? How did it perform?

    • If not, do they have case studies or relevant performance information they can share with you?

Review Your Commissioning Strategy

Beyond paid placements, your commissioning strategy can provide an opportunity to increase visibility with publishers. Consider the following optimizations:

  • Temporary commission increase to boost publisher performance

  • Performance-based commission increases

  • Category-specific commission boosts

  • Exclusive commission tiers for top partners

The holidays significantly increase competition. Providing competitive payouts to publishers can help secure greater visibility, increase your potential to be written about by content sites, and boost your potential conversion rate on cashback sites. 

A successful Q4 doesn't happen by chance. It starts with the decisions made now: which publishers to prioritize, which placements to lock in, how to position your program before your competitors do.  The brands that win the holiday season aren’t reacting to it; they’ve already set the terms.  If you’d like an experienced team to help build that foundation, RMP’s affiliate specialists are ready to dig in. Start planning now, and you'll enter Q4 with a program that's built to compete and win.

Sources: 

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The Incremental Value of Affiliate Marketing in a Cross-Channel Mix

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Why Affiliate Marketing Deserves More Credit in Today's Cross-Channel Customer Journey

Affiliate marketing has long faced the same challenge: proving its true impact.

As customer journeys become increasingly complex, marketers are under growing pressure to understand not just which channels receive credit for conversions, but which channels actually drive incremental growth. 

This is why understanding the incrementality of affiliate marketing is more important now than ever before.

Many brands still evaluate affiliate performance through a last-click lens, overlooking the role affiliate partners have throughout the customer journey. Whether a consumer discovers a product through a content creator, researches options on a review site, or ultimately converts through a cashback site, an affiliate publisher often influences outcomes long before the final click.

To understand the true value of affiliate marketing, brands need to look beyond attribution and focus on incrementality—the additional sales, customers, and revenue that would not have occurred without affiliate participation in the mix.


Attribution Tells You The Effect. Incrementality Tells You The Cause.

Attribution and incrementality are often discussed together, but they answer different questions.

Attribution identifies which marketing touchpoints receive credit for a conversion.

Incrementality measures whether a marketing activity generated outcomes that would not have happened without that activity.

This difference is especially important in affiliate marketing because partner influence often occurs across multiple touchpoints throughout the customer journey.


For example:

  • A content creator introduces a shopper to a new brand.

  • A product review site helps validate the the creator's recommendation.

  • A loyalty partner finalizes the buying process at checkout.

Without a cross-channel view, affiliate may appear to have contributed little value. In reality, it may have played a critical role in moving the customer toward purchase.


When evaluating affiliate incremental performance, brands should look beyond conversion credit and ask:

  • Did affiliate partnerships drive net-new customers?

  • Did affiliate activity increase sitewide conversion rates?

  • Did affiliate contribute to higher average order values?

  • Did affiliate improve overall channel efficiency?

  • Did affiliate influence purchases that may have otherwise gone to competitors?

These questions move the conversation beyond attribution and toward business impact.


Why Affiliate Marketing Is Undervalued in Cross-Channel Measurement

One of the biggest challenges facing affiliate marketing today isn't performance—it's measurement.

Many organizations still evaluate affiliate programs using attribution models designed around the final conversion event. While those models can identify who received credit for a sale, they often fail to capture how affiliate partners influenced the customer journey before the purchase occurred.

Remember, Incrementality focuses on determining whether a marketing activity generated outcomes that would not have happened otherwise. This distinction becomes particularly important in affiliate marketing because partner influence often occurs throughout the consideration process rather than at a single conversion point.


For example, a customer might:

  • Discover a product through an influencer partnership.

  • Research options through a content publisher or review site.

  • Engage with paid social or search advertising.

  • Convert after interacting with a loyalty or rewards partner.

In a last-click model, only the final interaction receives credit. In reality, multiple affiliate touchpoints may have contributed to moving the customer closer to purchase.

This is why brands increasingly evaluate affiliate performance alongside other channels rather than in isolation. Looking at affiliate within the broader marketing ecosystem provides a more complete picture of how partnerships influence customer acquisition, consideration, and conversion.


What the Data Says About Incremental Affiliate Sales

Proving out incremental value is always an ongoing conversation that we have with brands, and the metric we use most often is new vs. returning customer data that we support with wider sitewide metrics like CVR and AOV. We do these analyses most often for loyalty partners, and the result always proves these partners are incremental with more than half of customers converting being new. 

One of the most widely cited studies on affiliate incrementality comes from CJ, which analyzed more than 20 million retail consumers and 5.5 million transactions using a test-and-control methodology.


The findings were notable:

  • Affiliate shoppers converted at a 46% higher rate than non-affiliate shoppers.

  • Affiliate customers spent 29% more per customer.

  • Affiliate engagement generated 88% higher revenue per shopper compared to consumers who did not interact with affiliate partners.

While every affiliate program is different, the study and our anecdotal findings highlight an important point: affiliate marketing can influence customer behavior in ways that extend beyond a single transaction.

Affiliate participation was associated with stronger conversion rates, higher spending, and greater long-term value when compared to similar consumers who did not engage with affiliate partners.


Affiliate's Role Across the Modern Marketing Mix

Affiliate marketing has evolved far beyond coupon sites and last-click conversions.

Today's partnership ecosystems include creators, influencers, editorial publishers, strategic brand partners, loyalty programs, review platforms, and media partners. Each contributes differently across the customer journey.

Partnerships create incremental growth by reaching consumers in moments where traditional paid media may have limited influence. These partner relationships can introduce brands to new audiences, reinforce purchase decisions, and support conversions alongside other marketing investments.

Viewed through a cross-channel lens, affiliate often serves as a bridge between awareness and conversion.


A customer journey may include:

  1. Creator content or influencer exposure.

  2. Paid social engagement.

  3. Organic search activity.

  4. Product review research.

  5. Affiliate publisher interaction.

  6. Purchase.

The key takeaway is that affiliate rarely operates alone.


Instead, affiliate frequently works alongside channels such as:

  • Paid social

  • Search

  • Email marketing

  • Influencer marketing

  • Organic content

When marketers evaluate affiliate strictly as a standalone channel, they risk overlooking how partnership activity contributes to overall marketing effectiveness.


How Brands Can Better Measure Affiliate Incremental Value

While no measurement framework is perfect, several approaches can help brands better understand affiliate impact.


Analyze Cross-Channel Customer Journeys

Look for patterns where affiliate consistently appears before customer acquisition, higher-value purchases, or conversion events. Understanding affiliate's position within the journey often reveals influence that single-touch attribution models miss.


Use Test-and-Control Methodologies

Many incrementality studies rely on comparing audiences exposed to affiliate activity against similar audiences that were not exposed.

This approach helps isolate the true impact of affiliate participation and identify measurable lift.


Measure Outcomes Beyond Revenue

Incremental value can show up in multiple ways, including:

  • New customer acquisition

  • Higher average order value

  • Increased purchase frequency

  • Improved customer lifetime value

  • Greater conversion efficiency

Not every affiliate partner should be evaluated against the same KPI. Content partners, influencers, loyalty publishers, and strategic partnerships often contribute value differently throughout the customer journey.


Evaluate Partner Types Individually

Not all affiliates drive the same outcomes.

It’s important to understand how different partner types contribute to performance. Brands that segment publishers by role and contribution often gain a clearer understanding of where incremental value is being created and where optimization opportunities exist.


The Future of Affiliate Measurement Is Incremental

As marketing measurement continues to evolve, brands are increasingly looking beyond attribution alone to understand what truly drives growth.

Affiliate marketing sits at the intersection of discovery, consideration, validation, and conversion. Yet its contribution is often underestimated when measurement frameworks focus exclusively on who received the final click.

The most sophisticated marketers are asking a different question: Which channels create incremental value?

When affiliate performance is evaluated alongside paid social, search, email, creator partnerships, and other marketing investments, a clearer picture begins to emerge—one that reflects the full role partnerships play in driving business outcomes.

Affiliate marketing isn't competing with other channels for credit. It's contributing to outcomes alongside them.

For brands seeking a more complete understanding of their marketing mix, measuring affiliate incremental value is no longer optional. It's becoming essential.

SOURCES:

https://impact.com/partnerships/incrementality-101-optimize-affiliate-partnerships/

https://junction.cj.com/report/affiliate-incrementality-whitepaper

https://junction.cj.com/affiliate-customer-journey

https://help.awin.com/docs/understanding-incrementality-in-affiliate-marketing

https://partnerize.com/resources/blog/how-partnership-unlocks-incremental-growth

https://odysseyattribution.co/academy/incrementality/

https://www.forbes.com/sites/forbescommunicationscouncil/2018/04/02/how-to-prove-your-partner-marketing-drives-true-incremental-sales/

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How to Scale Beyond the FYP & Convert With Influencer Marketing

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The Shift from Awareness to Conversion

As influencer marketing matures, the focus is shifting from brand awareness to measurable ROI. Traditionally, campaigns were judged by reach and engagement, and success meant hitting a target number of likes, comments, or views. But expectations have changed. Marketers are now asking a more critical question: how does this drive actual business results? Did engagement translate into purchases?

This shift has fueled the rise of shoppable content. This interactive media includes  photos, videos, blog posts, and social content that enables users to purchase directly or seamlessly navigate to product pages. By blending ecommerce with engaging storytelling, shoppable content reduces friction in the buying journey and creates a more fluid, conversion-driven experience.

As a result, influencer content is evolving into a true sales channel, not just a top-of-funnel marketing tactic.

Why Shoppable Influencer Content Matters

Shoppable influencer content matters because of shifting consumer behavior. Social media platforms like TikTok have conditioned users to expect instant gratification, creating an environment that encourages impulse buying. When discovery and purchase happen in the same moment, consumers are far more likely to convert. By making content immediately shoppable, brands can capitalize on this behavior, turning passive scrolling into active purchasing with minimal friction.

Platforms like TikTok Shop and Instagram Checkout are accelerating this shift by enabling users to complete purchases without ever leaving the app. This seamless experience removes traditional barriers, making it easier than ever to act on impulse.

And when it comes to influencers, their role is embedded in the name. They are modern-day curators: trusted voices who shape opinions and guide purchasing decisions. By combining that influence with seamless commerce, brands can turn inspiration into transactions in real time. 

What Makes Content “Shoppable”? 

So, what exactly makes content “shoppable”? At its core, shoppable content reduces the distance between discovery and purchase, either by embedding products directly into the content or by linking users seamlessly to where they can buy.

At a foundational level, brands can use trackable links, such as UTM parameters or affiliate links, to connect influencer content to conversions. These links allow marketers to measure performance while guiding users directly to product pages.

Social platforms have taken this a step further by building native shopping experiences. Instagram’s Shop and product tagging features allow businesses to integrate their storefronts directly into the platform, enabling creators to tag products in posts, Stories, and Reels so their followers can purchase without leaving the app. Similarly, TikTok Shop allows creators to link products within videos, livestreams, and dedicated product showcases on their profiles, creating a fully integrated shopping experience.

TikTok also offers an affiliate ecosystem on the TikTok Shop Seller Center, where brands can invite creators to earn commissions directly through the platform, simplifying both tracking and payouts. Instagram has begun moving in a similar direction, introducing affiliate tools and expanding product linking capabilities, particularly within Reels, signaling a broader shift toward in-app commerce.

Across all of these formats, the common thread is a seamless user experience. The fewer steps it takes for a consumer to go from inspiration to checkout, the more effective shoppable content becomes.

Types of Shoppable Content

Short-Form Video (TikTok, Reels, YouTube Shorts)

Short-form video allows creators to showcase products in an authentic, engaging way – often integrating them naturally into content like “day in the life” videos, quick demos, or trend-driven posts. This format is especially effective for driving impulse purchases. 

Source: @riannagail

Long-Form Content (YouTube, Blogs, Substack)

Longer content formats provide space for deeper storytelling, such as tutorials, reviews, or product comparisons. Shoppability is enabled through links in video descriptions or hyperlinked within blog copy, guiding users directly to purchase.

Source: @sidtilt

Livestream Shopping (TikTok)

Livestream shopping, particularly on TikTok, enables real-time interaction and purchasing. Creators can pin products directly from their TikTok Shop showcase during a live session, allowing viewers to buy instantly while engaging with the content.


Static Posts & Stories (Instagram)

Static content like feed posts, carousels, and Stories can be made shoppable through product tags and link stickers, which can be customized with text. These formats offer a simple, low-friction way for users to explore and purchase featured products.

Source: @clarapeirce

How Brands Can Enable Shoppable Content

When building shoppable campaigns, brands should prioritize creator selection based on purchase intent – not just reach. A large following doesn’t always translate to conversions, so it’s critical to vet creators for how effectively they integrate shoppable tactics. This includes using features like link-in-bio tools, Instagram Story links, product tags, or maintaining a TikTok Shop Showcase.

Beyond audience size, brands should evaluate performance metrics such as engagement rate to ensure the creator has an active, responsive audience that is more likely to convert.

To support measurement and optimization, brands should equip creators with trackable assets like UTM links or exclusive discount codes. These tools not only streamline the path to purchase but also provide clear visibility into campaign performance, helping brands understand what’s driving real revenue.

Best Practices for High-Converting Shoppable Content

Creating shoppable content is only the first step—ensuring it actually converts is where the real strategy comes in. At the core of every successful campaign is authenticity. When briefing creators, brands should emphasize the importance of producing content that not only aligns with brand values but also fits naturally within the creator’s existing niche. Audiences are far more likely to engage—and convert—when the content feels genuine rather than forced.

Clear and compelling CTAs are also critical. Especially in short-form video, incorporating a strong CTA within the first few seconds can capture attention and guide viewers toward taking action before they scroll away.

Creator alignment is equally important. Partnering with influencers who genuinely resonate with the brand’s mission helps ensure the content feels organic, increasing both trust and performance.

Finally, campaigns should be tailored to the nuances of each platform. TikTok content tends to perform best when it feels casual, trend-driven, and native to the platform, while Instagram often favors more polished, curated visuals. Adapting creative to match user expectations on each platform can significantly impact conversion rates.

Measuring Success

Since shoppable content is correlated to driving revenue, then the way you measure success needs to align with this objective. Engagement in a report is a win, but these don’t directly generate revenue. 

Here are the metrics that actually tell you if your influencer content is working:

Click-Through Rate (CTR)

First things first – are people taking action? CTR tells you whether your content and CTA are strong enough to move someone from scrolling to clicking. If this number is low, your hook or messaging likely isn’t landing.

Conversion Rate

Clicks are great. Conversions are better. This is where you see if your content – and the shopping experience behind it – actually closes the deal. A strong conversion rate means you’re not just grabbing attention, you’re driving real intent.

Engagement vs. Sales

Here’s the reality: high engagement doesn’t always mean high revenue. Some posts go viral but don’t convert, while others drive serious sales. The key is understanding what kind of engagement actually leads to purchase and doubling down on that.

The Attribution Problem

The path to purchase isn’t always linear. A user might see a product on TikTok, research it on Instagram, and convert somewhere else entirely. That makes attribution messy. The fix? Use trackable links, affiliate codes, and platform analytics to piece together the journey and get a clearer picture of what’s working.

Test, Learn, Repeat

There’s no perfect formula here. The brands winning in shoppable content are the ones constantly testing: different creators, hooks, CTAs, and formats. The more you iterate, the faster you find what drives real revenue.

The Future of Influencer Commerce

Shoppable content isn’t just a trend, it’s the foundation of where influencer marketing is headed. As platforms, creators, and brands continue to evolve, the line between content and commerce will only get thinner.

AI-Driven Personalization

The next wave of influencer commerce will be powered by personalization at scale. Algorithms are already curating content feeds, now they’re starting to shape shopping experiences too. Expect to see more tailored product recommendations based on user behavior, preferences, and past purchases. For brands, this means influencer content won’t just reach audiences—it will reach the right audiences at the right moment, increasing the likelihood of conversion.

In-App Checkout Expansion

The goal is simple: keep users on-platform from discovery to purchase. Platforms like TikTok and Instagram are investing heavily in native checkout experiences, removing the need to redirect users to external sites. As these features expand and become more seamless, friction will continue to drop and conversion rates will rise with it.

Creator-Owned Storefronts

Creators are no longer just promoting products, they’re becoming retailers in their own right. With tools like TikTok Shop, Amazon Storefronts, and link-in-bio commerce hubs, influencers can curate and sell products directly to their audience. This shifts the dynamic from one-off partnerships to long-term, creator-led commerce ecosystems where trust and consistency drive repeat purchases.

The Blurring of Content, Ads, and Retail

Perhaps the biggest shift is that these categories are starting to merge. A TikTok video can be entertainment, an ad, and a storefront all at once. The most effective content doesn’t feel like advertising—it feels native, engaging, and actionable. As a result, brands will need to rethink how they approach campaigns, focusing less on traditional ad formats and more on content that seamlessly integrates into the user experience.

The Bottom Line

Influencer marketing is no longer just about visibility—it’s about velocity. The speed at which a consumer can move from discovery to purchase is now a defining factor in campaign success. Shoppable content bridges that gap, turning passive engagement into measurable action.

As platforms continue to integrate commerce more deeply and creators take on a greater role in driving sales, the brands that win will be the ones that adapt early. This means thinking beyond reach, prioritizing seamless user experiences, and treating influencer content as a core revenue channel—not just a marketing play.

In a landscape where attention is fleeting, the ability to convert in the moment isn’t just an advantage, it’s the new standard.

SOURCES

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AI-Powered Affiliate Marketing Attribution Models: A Complete Guide for Modern Marketers

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Affiliate marketing attribution has reached a breaking point. With buyers moving across devices, platforms, and content formats, traditional attribution models can no longer accurately reflect how conversions happen. AI-powered affiliate marketing attribution models are emerging as the solution and helping brands assign credit more fairly, optimize spend, and scale performance with data-driven precision.

This guide explains how AI attribution works, why it matters, and how marketers can use it to gain a competitive edge.

What Is Affiliate Marketing Attribution?

Affiliate marketing attribution is the process of determining which affiliate touchpoints contribute to a conversion and how much credit each should receive. A single purchase may involve multiple interactions, such as blog reviews, influencer posts, retargeting ads, and email offers before a customer converts.

Traditional attribution models include:

  • Last-click attribution, which assigns 100% credit to the final interaction

  • First-click attribution, which credits the initial discovery source

  • Linear attribution, which distributes credit evenly across touchpoints

  • Position-based attribution, which emphasizes first and last interactions

While easy to implement, these rule-based models often oversimplify real customer journeys and undervalue mid-funnel contributors (WeCanTrack).

Why Traditional Attribution Models Fall Short

Modern affiliate ecosystems are multi-channel and multi-device by default. Static attribution models struggle with:

  • Over-rewarding coupon and cashback affiliates

  • Undervaluing content creators and influencers

  • Inaccurate cross-device tracking

  • Inability to adapt to changing user behavior

As a result, brands risk misallocating budgets and discouraging high-value affiliates (Impact).

What Are AI-Powered Attribution Models?

AI-powered attribution models use machine learning algorithms to analyze historical and real-time data across channels, identifying the true influence of each touchpoint on conversion outcomes.

Unlike rule-based models, AI attribution continuously learns and adjusts based on user behavior, conversion patterns, and performance trends (Usermaven).

How AI Improves Affiliate Marketing Attribution

  1. Data-Driven Multi-Touch Attribution

    • AI evaluates every interaction in the customer journey — including impressions, clicks, and assisted conversions — and assigns weighted credit based on real impact rather than assumptions (Impact).

  2. Real-Time Optimization

    • Machine learning models update attribution logic dynamically, allowing marketers to adjust budgets, commission structures, and affiliate strategies while campaigns are live (Usermaven).

  3. Cross-Device and Cross-Channel Accuracy

    • AI can connect fragmented user journeys across devices and platforms, creating a unified view of how customers move from awareness to conversion (UMA Technology).

  4. Reduced Human Bias

    • By automating credit assignment and pattern recognition, AI removes subjective decision-making and manual data interpretation, improving consistency and reliability.

Benefits of AI-Powered Affiliate Attribution

Implementing AI-driven attribution delivers measurable business advantages:

  • Fairer affiliate commissions based on actual contribution (LinkJolt)

  • Improved ROI through smarter budget allocation

  • Fraud detection via anomaly recognition

  • Predictive insights for future campaign optimization

Brands using AI attribution often see stronger affiliate relationships and higher long-term program profitability.

Challenges to Consider

Despite its advantages, AI attribution comes with considerations:

  • Data quality requirements - poor data leads to poor models

  • Transparency concerns - some AI models function as “black boxes”

  • Technical complexity - implementation may require advanced tooling

  • Privacy compliance - models must adhere to GDPR, CCPA, and evolving regulations

Successful adoption requires balancing automation with strategic oversight (Usermaven).

The Future of Affiliate Marketing Attribution

As privacy restrictions increase and customer journeys become more fragmented, AI-powered attribution is becoming the industry standard. Many brands are already moving away from last-click models in favor of data-driven approaches that better reflect reality (Affiliate Summit).

Teams who embrace AI attribution early gain a structural advantage, not just in measurement, but in affiliate loyalty, efficiency, and scalability.

Conclusion

AI-powered affiliate marketing attribution models represent a major evolution in performance measurement. By replacing rigid rules with adaptive, machine-learning-driven insights, brands can more accurately identify what drives conversions, reward affiliates fairly, and maximize ROI across channels.

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Marketing Math: How Ecommerce Brands Improve ROAS Without Spending More

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You don't need to spend more to earn more — you need to understand the numbers already inside your funnel.

Most ecommerce brands assume growth comes from better ads. Better hooks, better creative, better targeting. Those things matter, but brands that scale consistently understand something else: marketing isn’t magic. It’s math.

Behind every campaign, every creative test, and every budget decision is a system of ecommerce marketing metrics working together. Each time someone sees your ad, clicks it, visits a product page, and completes a purchase, they’re moving through a series of rates. Those rates multiply against each other. Improve one, and you lift everything downstream. Improve several, and the gains compound in ways that most brands underestimate.

That’s what we fondly refer to as Marketing Math here at RMP. Once you understand it, growth stops feeling like a guessing game and starts operating like a system. Here’s how it works.

The Ecommerce Funnel Is a Multiplication Problem

Before we get into individual metrics, it helps to zoom out and look at the ecommerce funnel as one connected equation. At its core, your revenue is the product of a series of rates multiplied together:

Revenue = Impressions × CTR × CVR × AOV

In plain English: the number of people who see your ad, multiplied by the percent who click it, multiplied by the percent who then purchase, multiplied by how much they spend. That's your revenue output.

This is why the compounding effect is so powerful. Improving any one of these rates doesn't just affect that step in isolation. It amplifies everything downstream. A higher CTR means more sessions for your CVR to work on. A higher CVR means more orders for your AOV to multiply. Every improvement feeds every other improvement.

This is the foundation of ecommerce funnel optimization. When you understand how CTR, CVR, and AOV interact, you stop treating them as isolated metrics and start treating them as a system. Understanding this simple chain is the foundation of Marketing Math. Now let's define the terms.

The Core Ecommerce Performance Marketing Metrics

Each of the following metrics is a lever in your funnel. Pull one and it affects the others.

CTR (Click-Through Rate) = Clicks ÷ Impressions

How compelling your ad is to the people who see it. A low CTR means your creative, copy, or audience targeting isn’t resonating. It’s the first gate your performance has to pass through.

CPC (Cost Per Click) = Ad Spend ÷ Clicks

How much you’re paying to get someone to your site. CPC and CTR are directly linked: a higher CTR almost always lowers your CPC, because platforms reward ads that people actually engage with.

CVR (Conversion Rate) = Orders ÷ Clicks

How well your site turns visitors into buyers. This is often the most powerful lever in the funnel and the most neglected, because it lives outside the ad platform and requires a different kind of attention. In ecommerce conversion rate optimization, even small lifts in CVR have outsized impact because they affect every paid and organic visitor. 

AOV (Average Order Value) = Revenue ÷ Orders

How much customers spend per transaction. Improving AOV is almost pure profit leverage because the cost of acquiring that customer is already paid the moment they arrive on your site.

ROAS (Return on Ad Spend) = Revenue ÷ Ad Spend

The headline metric most brands live and die by. ROAS is useful as a summary number, but it hides the specific levers underneath it. Two brands with the same ROAS can have very different underlying health. When brands ask how to improve ROAS, the answer almost always lives inside CTR, CVR, or AOV. ROAS is the output. The levers underneath it are the inputs.

CPA (Cost Per Acquisition) = Ad Spend ÷ Conversions

What it costs you to acquire one order. Your CPA is directly shaped by both your CPC and your CVR, which is why improving either one lowers your acquisition cost without changing your budget.

LTV (Lifetime Value) = Average Revenue Per Customer Over Their Lifetime

The long-game metric. Brands with high LTV can afford to acquire customers at a higher CPA, which is a significant competitive advantage. It’s also the metric that separates brands built to scale from brands stuck in a perpetual acquisition treadmill.

The Compounding Effect

This is where Marketing Math gets genuinely exciting. Let's build a simple model and watch what happens when you improve each metric by just 20%.

The Baseline

Imagine you're running a $10,000/month in paid media campaign with the following performance metrics:

  • $25 CPM

  • 2% CTR

  • 2% CVR

  • $80 AOV

$10,000 ad spend x $25 CPM = 500,000 impressions

500,000 impressions × 2% CTR × 2% CVR × $80 AOV = $16,000 in revenue

$16,000 revenue ÷ $10,000 ad spend = $1.60 ROAS

$16,000 in revenue on $10,000 in spend. Decent, but not great. 

Now let's improve each metric independently by 20% and see what happens.

  • CTR: 2% -> 2.4%

  • CVR: 2% -> 2.4%

  • AOV: $80 -> $96

If you improved each metric in isolation, each one would add roughly $3,200 in additional monthly revenue. Most people would assume that improving all three together produces $9,600 in gains. But that’s not how multiplication works.

When all three improve simultaneously, the math looks like this:

500,000 impressions × 2.4% CTR × 2.4% CVR × $96 AOV = $27,648 in revenue 

$27,648 revenue ÷ $10,000 ad spend = $2.76 ROAS

Three 20% improvements don't produce a 60% revenue lift. They produce a 73% revenue lift and a 73% improvement in ROAS, because each improvement compounds on top of the others. This is the core principle behind effective ROAS optimization. Improvements do not stack linearly. They multiply. That is why performance marketing for ecommerce is about coordinated improvements across the funnel, not isolated tweaks.

Now imagine running that process quarter after quarter, systematically closing the gap between where your metrics are and where they could be.

What Actually Moves Each Metric

Understanding the math is one thing. Knowing what changes the numbers is where it becomes actionable.

 CTR: Make People Stop and Click

CTR is primarily a function of your creative, your copy, and your audience. The highest-leverage improvements are almost always creative-driven: testing new formats, leading with a stronger hook, and being specific about who you’re targeting. In ecommerce performance marketing, creative is often the fastest way to influence CTR and lower CPC at the same time. 

CVR: Fix the Funnel After the Click

Most performance marketing investment goes into the pre-click experience, but CVR lives entirely in what happens after someone arrives on your site. The most common CVR killers are slow page speed, a weak value proposition above the fold, insufficient social proof, and checkout friction. A systematic conversion rate optimization program is often the highest-ROI investment a brand can make, because every CVR improvement is permanent and benefits all traffic, paid and organic alike. For brands serious about ecommerce conversion rate optimization, CVR should be treated as an ongoing optimization, not a one-time redesign.

AOV: Sell More Per Transaction

Since the cost of acquiring the customer is already paid once they click, AOV gains are nearly pure profit. The most reliable levers are product bundling, in-cart upsells and cross-sells, free shipping thresholds set slightly above your current AOV, and post-purchase upsells on the confirmation page. A well-placed threshold prompt like “Add $14 more for free shipping” is consistently one of the highest-converting mechanisms in ecommerce.

LTV: Win the Long Game

LTV is the metric that separates brands that can scale from brands that are stuck. A high ROAS looks great on a dashboard, but if the customers you're acquiring never come back, you're not building a business. You’re running an expensive acquisition treadmill. Brands with strong LTV tend to have something in common: their retention experience, from post-purchase emails to product quality to customer service, is treated with the same rigor as their acquisition strategy. When those two things are aligned, you're not just buying customers. You're investing in relationships that pay out over time.

Build Your Own Marketing Math Model

Reading this post is step one. Actually running the math on your own funnel is where the insight lives. If you want to understand your ecommerce marketing metrics at a deeper level, this exercise is essential.

Here's how to do it. Pull these numbers from your ad platform and analytics for the last 30 days:

  • Monthly ad spend

  • Total impressions

  • Total clicks

  • Total sessions

  • Total purchases

  • Total revenue

Then calculate: CTR = Clicks / Impressions, CVR = Purchases / Sessions, AOV = Revenue / Purchases, and ROAS = Revenue / Spend.

Once you have your baseline, run the compounding scenario. What does a 10% improvement in each metric produce? What about 20%? Where is the gap between your current performance and industry benchmarks largest? That gap is your opportunity, and it’s almost always larger than brands expect. If improving several metrics at once feels overwhelming, start small. Pick the metric that’s easiest to influence with the resources you have today. That’s the essence of Marketing Math. Even if CVR and AOV stay the same, increasing something like CTR still drives more traffic into your funnel, which increases revenue and improves ROAS. One improvement creates momentum, and over time those improvements begin to compound.

The best-performing ecommerce brands treat their funnel metrics the way a CFO treats a P&L: with monthly reviews, quarterly targets, and a systematic program to improve each line item.

Improve Your Ecommerce Marketing Performance Before Increasing Spend

The default response to flat revenue is to increase ad spend. But that just pours more water into a leaky bucket. The smarter move is to fix the leaks first.

Performance marketing for ecommerce isn’t just about managing ads. It’s about managing the math behind customer acquisition and lifetime value. Brands that treat their metrics like a financial model consistently outperform those chasing creative trends, because the difference isn’t budget. It’s Marketing Math. And when that math improves, the compounding effect is real. Three 20% improvements don’t produce a 60% revenue lift. They produce a 73% revenue lift, and that’s just month one. Over time, those gains stack on top of each other. The kind of growth most brands try to buy with larger budgets often starts with something much simpler: understanding the numbers already inside the funnel.

Want to run this analysis on your own funnel? Revel Marketing Partners works with ecommerce brands to identify exactly where their marketing math is breaking down and build systematic programs to fix it. Get in touch to see what’s possible.

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The Affiliate Landscape Is Shifting. Is Your Strategy Keeping Up?

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For years, affiliate marketing meant one thing: review sites, blogs, coupon pages, and editorial content optimized for search. It was a reliable formula — until it wasn't.

The way consumers discover products has fundamentally changed. AI-generated summaries are answering questions directly inside search results. Algorithms on Google and Meta continue to evolve, and traditional publishers are feeling it — many seeing meaningful drops in SEO rankings and affiliate-attributed revenue. Shoppers aren't clicking through five blog posts before making a purchase decision. They're finding products natively, inside social feeds, short-form video, and creator-driven storefronts on platforms like LTK and ShopMy.

Enter: social commerce affiliates.

What Are Social Commerce Affiliates?

Social commerce affiliates are creators and influencers who drive sales directly through social platforms — using affiliate links, shoppable storefronts, and in-platform checkout experiences. Unlike traditional publishers who depend on search traffic, these affiliates have built audience-driven ecosystems on TikTok, Instagram, YouTube, and Pinterest.

The result? Content and commerce living in the same place. Product reviews, hauls, tutorials, "get ready with me" videos — all with shoppable links baked right in.

Why Traditional Publishers Are Facing Headwinds

Search behavior is evolving fast. AI summaries increasingly answer user questions without requiring a click, making organic traffic less predictable and editorial content less visible. Several of the traditional publishers we work with have reported that algorithm changes have directly impacted their SEO rankings — and in turn, affiliate-attributed revenue for the brands they support.

At the same time, consumers are skipping the research phase altogether. Instead of Googling "best baby clothes," they're searching TikTok or watching YouTube Shorts. Discovery has moved to social, and brand strategies need to follow.

Why Social Commerce Affiliates Are Positioned to Win

They've built real trust. Creators earn loyalty through personality and consistency. Their recommendations feel authentic — not engineered for an algorithm.

Content and checkout live together. With TikTok Shop and Instagram Shopping, users can buy directly in the app. No redirects, no friction.

They can scale fast. One viral video can drive more sales in 48 hours than a traditional publisher might generate in months.

How to Tap Into Social Commerce Affiliates

If your affiliate strategy still leans heavily on traditional publishers, now is a good time to diversify. Here's where to start:

1. Reframe affiliate as creator-led performance. Social commerce affiliates are performance partners — full stop. Like traditional affiliates, they can be measured on ROAS, conversion rate, and assisted revenue, not just clicks.

2. Build a creator program. You don't need to start with celebrities or mega-influencers. Micro-influencers with 1K–50K followers often outperform larger accounts precisely because of the trust they've built with their audience. Our Revel team can help you get a program off the ground.

3. Build platform-specific strategies. What works on Instagram won't automatically work on TikTok or Pinterest. Lean into what each platform does best — viral hooks and raw, less-edited content tend to perform on TikTok, while aesthetic and curated content shines on Instagram.

4. Use commission structures to motivate performance. Social affiliates are driven by upside. Tiered commissions, volume bonuses, and limited-time boosts are proven levers for driving strong results.

5. Repurpose your best-performing content. A high-performing affiliate video doesn't have to live and die on social. Turn it into a paid ad, feature it on your site, and extend its value well beyond organic reach.

The Future of Affiliate Is Feed-Driven

As AI continues to reshape how consumers discover products, brands can't afford to rely solely on traditional content publishers to carry affiliate revenue. The future belongs to creators — built on social platforms, powered by trust, and driven by relevance.

Social commerce affiliates aren't a trend. They represent a structural shift in how products are discovered and purchased. Brands that build this into their affiliate mix now will be far better positioned for what comes next.

Looking to diversify your affiliate strategy with social commerce affiliates?

Revel Marketing Partners is here to help. We're actively guiding our clients through the future of affiliate marketing and creator commerce — driving higher quality traffic and scaled revenue.

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2026 Digital Marketing Trends: Expert Predictions for Paid Media & Ecommerce

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2026 Digital Marketing Trends: Expert Predictions for Paid Media & Ecommerce

Every January, the digital marketing world floods with predictions: some insightful, many recycled, and a few wildly off base. But 2026 feels different. We're not just watching incremental platform updates or minor algorithm tweaks anymore. We're witnessing fundamental shifts in 2026 marketing trends: how consumers discover products, how platforms deliver ads, and how marketers prove their work actually matters. The gap between brands that adapt and those that cling to old playbooks is about to become a chasm.

So we asked our team at Revel Marketing Partners where they think the industry is headed this year. What follows isn't speculation from the sidelines. These are predictions from the directors and leaders who are already navigating these changes with our clients, and who have strong opinions about what's coming next.

Revel Marketing Partners’ 2026 Digital Marketing Predictions

AI and Headless Commerce Are Reshaping the Shopping Experience

Kayla Faires, Founder & CEO:

"The future of digital marketing is about rebuilding infrastructure so you can move as fast as the platforms change. Two shifts are converging: headless ecommerce architectures, and agentic search systems where AI answers questions and makes recommendations before consumers reach your brand. Creative velocity and experimentation speed now determine ROAS, and legacy platforms are making it harder and harder to deliver. At the same time, discovery is shifting from queries to AI-mediated recommendations. Brands will compete less on keyword ownership and more on structured, machine-readable truth: clean product data, pricing logic, availability, and positioning that agents can interpret and recommend. As automation increases, judgment becomes the differentiator. The winners will pair flexible infrastructure with authentic brand building. Brands that actually stand for something and show their authenticity, while also leaning into new tech will compound advantages while others optimize yesterday's funnel."

Michele Keating, Account Director:

"Short-form video, AR try-ons, and creator demos won't just support ecommerce—they'll replace traditional PDPs. Live shopping will become the default, and UGC becomes the most trusted conversion asset."

AI-Powered Search and the End of Traditional Search Behavior

Abby Peterson, Director of SEM:

"2026 will mark the inflection point for paid search as AI advertising platforms fundamentally compress the user research journey. What once took 10+ searches now happens in a single ChatGPT conversation. Google Paid Search will remain a revenue powerhouse, but declining traffic volumes and intensifying CPCs will force a strategic reckoning: we can no longer afford to bid broadly. Success in this new landscape belongs to marketers who get ruthlessly selective with keyword targeting, double down on high-intent bottom-funnel terms, and maximize every click with precision audience strategies. The brands that will win aren't fighting this shift, they're adapting their strategies across both ecosystems while search is still profitable."

Brandon Elston, Paid Media Specialist:

"Brands that invest in GEO to appear in LLMs like ChatGPT & Gemini, will finally see a noticeable impact on purchases, especially from new customers. With the introduction of Universal Commerce Protocol (UCP) and direct integration of ChatGPT to Shopify, it is becoming increasingly more beneficial for consumers to shop on LLMs compared to search engines. This is because users can shop products across brands and make a purchase all in one ecosystem without browsing dozens of sites for inventory, products, or to find the best deals. A survey from Centerfield last year showed that the top 3 reasons users shop with AI are getting answers to product questions, comparing products or brands, & getting product recommendations, all top of funnel discovery type searches that could lead to discovering new brands and products."

Raw Creativity and Authenticity Will Beat AI Perfection in 2026

Paige Baugnet, VP of Client Services:

"I predict that we'll continue to see authentically raw and unpolished creative perform exceptionally well in 2026 as a direct counter to AI-generated perfection, particularly as consumers become increasingly skeptical about distinguishing real from fake content. In a digital landscape saturated with polished, algorithm-optimized visuals that all start to look eerily similar, people will actively crave authenticity and realness—the imperfect lighting, the shaky camera work, the unfiltered moments that signal genuine human creation. Brands that lean into this 'intentionally unpolished' aesthetic beyond the existing creator playbook will likely see stronger engagement and trust metrics, as audiences reward the vulnerability and transparency that comes with content that feels unmistakably human."

Jessica Shepherd, Chief Operating Officer:

"In 2026, the digital marketing industry will feel the real disruption not through job loss, but through the loss of excuses for mediocre thinking. As AI makes execution cheap, taste becomes a true competitive advantage—especially for beauty, fashion, and lifestyle brands where differentiation lives in nuance, not volume. The biggest brand risk won't be getting AI wrong; it will be sounding like everyone else who got it 'right.' That's why human review will increasingly serve as the new quality assurance layer—not to slow creativity down, but to protect brand distinctiveness in an automated world."

Marketing Mix Modeling, Diversification and the Shift to Incrementality

Amanda Moorhead, Account Director:

"2026 is going to be all about incrementality and accurate measurement for marketing. Last-click attribution isn't telling enough of the story, privacy changes are throwing a wrench into reporting, and relying on the same old methods is going to bring lackluster results. The brands that will unlock growth are those who can answer one critical question: 'What actually moved the needle?' That's why I'm excited to work with my clients on implementing MMM tools and diversifying their media mix. The future isn't about which touchpoint gets credit—it's about proving which dollars are truly incremental."

Gretta Schultz, Director of Paid Social:

"2026 is the year digital marketing finally gets its "infrastructure" right - better measurement, smarter and more consistent/reliable automation, and creative journeys that prioritize sustainable growth over quick wins."

RMP Affiliate Marketing Team:

"We predict affiliate programs will prioritize channel diversification and robust partner vetting following high-profile removals like PayPal Honey, while navigating increased FTC enforcement under the Consumer Review Rule that rewards proactive compliance. We expect the industry to accelerate its shift from last-click attribution toward outcome-based models that credit partnership contributions, as both affiliate and creator marketing mature with greater emphasis on measurable ROI over vanity metrics. Affiliate publishers will continue expanding beyond Google Search dependence through multi-channel strategies spanning social platforms, direct traffic, and emerging opportunities like OpenAI's ChatGPT ads. Meanwhile, long-term creator partnerships will become the standard as brands recognize the value of sustained relationships, with emerging content formats and technologies requiring affiliate programs to evolve their partnership structures and compensation models accordingly."

What This Means for Your 2026 Strategy

The through-line in all of these predictions? 2026 rewards the strategic over the reactive. Whether it's demanding proof of incrementality, embracing rough authenticity over AI polish, adapting to compressed search journeys, optimizing for AI-powered discovery, or protecting brand voice in an automated world, the brands that will thrive are those willing to challenge their assumptions and evolve their approach. The tools are getting smarter, the platforms are getting more automated, and the consumer is getting more discerning. Your strategy needs to keep pace. At Revel Marketing Partners, we're not just watching these shifts happen. We're actively helping our clients navigate them. If any of these predictions hit home and you're wondering how to adapt your own marketing strategy, let's talk. Because the future isn't something that happens to you. It's something you build toward, one smart decision at a time.

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Honey Terminated from Affiliate Networks: What Brands Should Know

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In January 2026, Honey (owned by PayPal) was removed from two major affiliate networks within the span of a few days. Rakuten Advertising terminated Honey from its network effective January 12, cutting off access to roughly 2,000 retail partners. Shortly after, Impact.com removed Honey from its Discovery Marketplace and temporarily suspended its account following a compliance investigation. 

These actions come amid growing attention on attribution practices and code usage behavior tied to browser extensions. While PayPal has since issued a response, the decisions by both networks point to a broader shift in how compliance is being enforced across affiliate programs. While Rakuten and Impact.com have taken action, other networks like CJ Affiliate have not commented, though industry watchers expect similar enforcement could follow.

What Happened

Rakuten Advertising notified advertisers on January 12, 2026 that Honey had been terminated from its affiliate network, effective immediately. Rakuten declined to comment publicly on the decision.

Impact.com followed on January 17, 2026, announcing that Honey had been removed from its Discovery Marketplace and that its account was temporarily suspended. According to Impact.com CEO David Yovanno, the action came after a thorough investigation that found Honey to be out of compliance with platform policies related to attribution practices. Impact.com stated that Honey’s suspension will remain in place while the company verifies that required changes have been made.

Together, these actions remove Honey from two of the largest affiliate ecosystems, significantly limiting its access to merchant partnerships.


PayPal’s Response

After Rakuten’s termination, PayPal issued a response. The company stated that it is aware of the actions taken regarding Honey and is working with Rakuten on a resolution.

PayPal explained that the issue stemmed from legacy code implemented prior to its acquisition of Honey. According to the company, the code impacted less than 0.1% of Honey’s traffic and has since been identified and deactivated. PayPal emphasized that Honey supports billions of shopping trips per year and reiterated its commitment to maintaining a fair and compliant ecosystem.

While PayPal maintains that the issue has been resolved, affiliate networks have continued to take enforcement action based on their own investigations and standards.


Why This Matters

Honey has faced declining revenue for many brands and ongoing challenges around enforcing code usage rules and maintaining program integrity. Networks are increasingly enforcing standards to protect advertiser trust and ensure consistent attribution.

For brands that relied on Honey, these removals may create short-term gaps in affiliate coverage or tracking. However, they also highlight the importance of understanding where affiliate value is truly coming from and how attribution is being earned.

More broadly, this situation reflects growing scrutiny of browser extensions and last-click attribution behavior across the industry.


What Brands Should Do Next

This is an ideal time to reassess your affiliate mix and shift efforts toward partners that offer more control and predictable performance. Brands should review where last-click conversions are coming from, especially at checkout, and confirm that attribution aligns with actual value provided.

If Honey played a meaningful role in your program, expect some redistribution rather than outright loss. Work with your network to identify partners that are likely to benefit and ensure tracking remains stable.

Consider partners like Checkmate, which provide:

  • Exclusive codes that cannot be leaked publicly

  • Easy-to-manage code controls

  • Reliable performance and tracking

Taking proactive steps now helps protect your program, reduce attribution risk, and maintain strong relationships with both affiliate partners and networks.

Revel Interactive’s POV

At Revel Interactive, we see this as part of a broader trend toward transparency and accountability in affiliate marketing. Networks are drawing clearer lines around compliance and partner behavior, and enforcement is becoming more consistent across platforms.

Brands that adopt partners with clear rules, reliable reporting, and measurable value contribution will be better positioned for stability and long-term growth.

Want more context? Read our original January 2025 coverage on Honey and affiliate compliance here.

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Measuring ROI in Influencer Campaigns: What Metrics Actually Matter

As more brands expand into influencer marketing, the question arises: “how should you measure success in this new channel?”

When it comes to influencer marketing, "ROI" isn't just about sales—or even simple reach. It's about understanding what success looks like for your unique campaign goals and choosing the right metrics to reflect that.

Influencer marketing is here to stay as it continues to dominate on platforms like Instagram and TikTok. 58% of consumers now have TikTok profiles, and 82% of Gen-Z users are on the platform according to Sprout Social. Additionally, 36% of social-driven direct purchases occur on TikTok, making it a proven commerce-enabled medium. 

Once you’ve decided it’s time for your brand to launch an influencer campaign, here are the metrics that truly matter when evaluating success.

Key Metrics Across the Funnel

According to the Digital Marketing Institute, six essential KPIs to track for an influencer campaign are: traffic, engagement, conversions, brand awareness and sentiment, audience growth rate, and ROI (source: Digital Marketing Institute). 

Traffic (such as clicks and page visits) shows intent, while engagement (likes, saves, comments, shares) reflects content resonance—especially crucial for influencer marketing.

Influencer Marketing Hub also groups success metrics into similar categories: immediate campaign metrics, ROI & sales-related metrics, and brand awareness & sentiment metrics (source: Influencer Marketing Hub). 

  • Immediate metrics: Reach, engagement, click-throughs

  • ROI/sales-related metrics: Conversions, sales value, cost per acquisition

  • Brand awareness & sentiment: Surveys, mentions, sentiment shifts

70% of marketers now measure ROI in influencer marketing campaigns, though about 13.6% still face challenges with measurement. (source: Influencer Marketing Hub). 

At Revel Interactive, we work with our brands to determine KPIs aligned with brand goals as well as where the brand is in their stage of growth. Ie, for a growing D2C brand, we would hone in on Brand Awareness strategies. 

Putting It All Together: The Metrics That Matter

How to Measure and Report Effectively

  1. Align metrics to campaign objectives—set measurable KPIs upfront with the campaign objectives in mind.

  2. Use tracking tools—use UTMs, affiliate links, promo codes, and analytics dashboards to monitor traffic and conversions.

  3. Incorporate sentiment analysis—brand awareness surveys and social listening can uncover shifts in perception.

  4. Benchmark and iterate—compare performance to past campaigns and industry benchmarks.

Final Thoughts

ROI in influencer marketing isn’t one-size-fits-all. It’s not enough to count likes or views. The real success comes from knowing what you want, selecting metrics that align with those objectives, and interpreting them in context—whether that's sales, long-term brand equity, or cultural relevance.

By blending campaign performance with strategic context, you’ll measure not just activity, but real impact.

Interested in launching a creator marketing campaign to complement your existing paid media strategy? Reach out to your Revel account manager to learn more about our creator offerings or reach out through on our website.

Photo: © warrengoldswain from Getty Images Pro

Affiliate Marketing Attribution Explained: Fall Out from the Honey Scandal

THE PROBLEM

On December 21, 2024, YouTuber MegaLag released a video essay accusing Honey, a PayPal-owned browser extension, of generating revenue by replacing creators' affiliate marketing links with its own. This practice, he argued, diverts revenue that would otherwise go to content creators.

This issue isn’t unique to Honey and has been a recurring practice with other browser extensions, like Rakuten Rewards and Capital One Shopping, for years. Content creators say they’re being denied credit for their work. They invest time and resources into promoting products through affiliate platforms, but their earnings can be intercepted. For example, if a shopper discovers a product through a creator’s content but later uses an extension to complete the purchase, the extension’s affiliate gets credit for the sale—and the commission.

PayPal and Capital One Financial Corp. are now facing class action lawsuits from influencers who claim this “last-click” system is a form of theft. They argue these extensions unfairly take credit for sales, diverting commissions that should go to the creators. This ongoing issue continues to raise questions about fairness in affiliate marketing.

ATTRIBUTION MODELS IN FOCUS

This dispute highlights the significance of attribution models in affiliate marketing:

  • Last-click attribution: Gives all credit to the last touchpoint before a conversion, which is Honey in many cases.

  • Linear attribution model: Distributes credit equally across all touchpoints in the buyer’s journey, ensuring that all contributions are recognized.

  • Position-based attribution model: Assigns more credit to both the first and last touchpoints, recognizing the importance of awareness-building and conversion-driving phases.

  • Time decay attribution model: Allocates more credit to interactions closer to the conversion, reflecting the influence of recent touchpoints.

REVEL’S POV

Honey’s practice of claiming to share the best promotional codes raises ethical questions, particularly as many brands restrict certain codes from appearing on the platform. However, the legal implications remain ambiguous.

While creators view these practices as unfair, the terms governing attribution are typically outlined in affiliate network contracts. The current social media backlash may be a strategic effort by creators to advocate for more favorable attribution models rather than solely a legal dispute.

At the core of this debate is the attribution methodology. Content publishers and creators express frustration when browser extensions like Honey receive credit under last-click attribution systems. Concerns also arise over Honey’s tactics to secure last-click status by encouraging users to activate the extension, even when no discounts are available. However, such practices have been prevalent among coupon and cashback publishers in the affiliate marketing ecosystem for years.

THE CHALLENGE OF UNIFORM STANDARDS

Currently, no industry-wide standard exists for attribution models. Brands collaborate with affiliate platforms such as Impact, CJ, Rakuten, and Ascend to customize their attribution models and manage partner relationships. This lack of uniformity complicates efforts to address these disputes comprehensively.

THE SOLUTION

To protect relationships with creators and publishers, brands can leverage their affiliate networks to adopt attribution models that extend beyond last-click methodology, where it makes sense for the program and goals overall.

RECOMMENDATIONS FOR BRANDS

  • Explore alternative models:

    • First-click attribution: Rewards the initial touchpoint that drove the shopper’s interest.

    • Multi-touch attribution: Credits all touchpoints based on their influence, fostering collaboration.

    • Preferred partner models: Prioritize partnerships with high-value creators to ensure fair compensation.

  • Assess long-term impacts: While last-click attribution may appear cost-effective initially, over-reliance on this model risks damaging valuable publisher partnerships.

By implementing fair and transparent attribution models, brands can maintain trust and foster stronger partnerships within the affiliate marketing ecosystem.

SOURCES

 

The Future of Marketing: How Influencer and Affiliate Marketing Trends Will Evolve

The world of marketing is changing fast, and influencer and affiliate marketing are leading the charge. These strategies have been game-changers for brands, helping them connect with their audiences, build trust, and boost sales. But guess what? The best is yet to come! As new trends, tech, and consumer habits shake things up, influencer and affiliate marketing are set to get even more exciting.

In this blog, we're diving into how these marketing powerhouses are evolving. We'll chat about everything from the rising demand for authenticity and transparency to the growing popularity of micro and nano influencers. Plus, we'll look at how e-commerce and shoppable content are becoming more intertwined with these strategies. On the affiliate side, we'll explore cool new developments like advanced tracking and the buzzworthy card-linked offers. Get ready to stay ahead of the curve in this ever-changing marketing landscape!

The Evolving Landscape of Influencer Marketing

1. Greater Emphasis on Authenticity and Transparency

With influencer marketing becoming commonplace over the past few years, there has been a greater emphasis on authenticity and transparency amongst influencers. According to Nielsen, 92% of consumers say they trust recommendations from individuals (even if they don’t know them) over brands.

Today’s audiences are quick to sniff out when products are being pushed their way, so it’s vital that brands collaborate with influencers who genuinely believe in their products and create compelling, engaging content. We recommend brands vet influencers based on their past posts and engagement to ensure they align with the brand and your desired audience. High follower counts don’t necessarily equate to a stronger ROI for your brand, and oftentimes, smaller influencers with more engaged followings can deliver more authentic, captivating content.

Transparency has also grown increasingly important in influencer marketing. Influencers must adhere to FTC guidelines regarding disclosing material connections between themselves and brands, and not doing so can damage a brand’s reputation. Also, in order for audiences to trust an influencer and purchase based on their recommendation, influencers should be disclosing their paid promotions by utilizing in-platform disclosure features.

2. Rise of Micro and Nano Influencers

For a long time, most brands assumed that the bigger the influencer, the more impactful it would be to partner with them. However, increasingly, micro influencers (those with 10,000 to 100,000 followers) and nano-influencers (those with 1,000 - 10,000 followers have become the most trusted amongst audiences. This is because these influencers are everyday people who have built their followings based on their passions and interests, rather than because they are celebrities or high-profile people. 

Micro and nano influencers are appealing to brands to work with because they typically don’t require massive budgets and are often able to reach a more niche, target audience. These influencers have demonstrated authenticity with their followers, and therefore their followers are more likely to trust their recommendations and engage with their content. 

As influencer marketing continues to grow as a percentage of brands’ marketing budgets, micro and nano-influencers are charging more for their services (advertisers have seen 10-20% fee jumps YoY, according to Digiday). This growth in costs is due to a variety of factors: the maturing of influencer marketing as an industry, increased pay and deal transparency, and the evolution of influencer partnerships beyond social media to include event appearances, content usage rights, etc. Given rising costs, brands are expanding their strategies to include launching brand ambassador programs, negotiating pricing via long-term contracts, and enhanced gifting programs in exchange for content.

3. E-commerce Integration and Shoppable Content

Influencer marketing and e-commerce go together perfectly. Shoppable content, like interactive product tags and in-post purchase links, transforms your content from passive to active, allowing customers to click and buy without ever leaving the page. A prime example of this is Amazon’s “Amazon Live” feature where influencers and brand ambassadors host live streams to showcase products and interact with viewers in real-time. Some streams offer a peek behind the curtain at product development or share stories about the creation process, adding an authentic touch and fostering a deeper connection between the brand and its audience. By harnessing the genuine appeal of influencers and the sophisticated features of social platforms, brands can boost sales, increase engagement, and forge lasting relationships with consumers.

4. Growth of B2B Influencers 

Although most people think of influencer marketing in the context of B2C brands, B2B influencer marketing is one of the biggest opportunities in B2B marketing strategies today. The global B2B eCommerce market is worth 5x that of the B2C market, so there exists huge opportunities for companies to work with industry leaders, decision makers, and professionals to boost their brand awareness and sales. 

Research by TopRank Marketing found that 88% of B2B marketers saw an increase in brand reputation and 72% saw an uptick in brand awareness through authentic influencer collaborations. Similar to B2C influencer marketing, it’s vital that companies partner with influencers with similar target audiences to their own and who align with their brand messaging. 

The Future of Affiliate Marketing

1. Enhanced Tracking and Attribution

Affiliate tracking captures essential data for marketers implementing affiliate programs - including clicks, traffic, and conversions. It’s important for affiliate marketers to utilize tracking and attribution tools to monitor and analyze the performance of their campaigns. Tracking methods include cookie tracking, such as first-party and third-party cookies (though the latter are being phased out due to privacy concerns), pixel tracking, API tracking, and Server-To-Server Tracking, which is also called “cookieless tracking.” 

As regulations evolve and browsers move away from cookie-based tracking, it is important that marketers stay up to date on compliance trends and ensure their affiliate platform provides enhanced alternative tracking solutions. In addition, cross-device tracking has grown increasingly important to follow the customer journey between mobile and desktop. 

Overall, we recommend brands choose an affiliate platform that suits their tracking needs and has modern tracking capabilities evolving with the current compliance landscape. 

2. Increased Focus on Quality Content and Value

With the rapid rise of social commerce in recent years, it's more crucial than ever for brands to collaborate with affiliates who consistently deliver high-quality content. If the content is dull or uninspired, brands will struggle to forge meaningful connections with their target audience. Encouraging affiliates to consistently create top-tier content can yield significant returns for brands.

Collaborating with affiliates, influencers, or ambassadors who can create high-quality content is one of the most effective ways for a brand to build and maintain audience engagement and trust. It's essential for brands to offer content that not only addresses their audience's needs but also deeply resonates with them. By delivering quality content, brands lay the foundation for a strong relationship with their audience, where trust plays a vital role.

3. Card-linked offers

Breaking away from traditional business models and shaking up the affiliate scene are now card-linked offers (CLOs). These can significantly enhance a brand’s program by expanding the publisher landscape beyond the usual focus on coupon, deals, loyalty, and content publishers. This approach not only benefits consumers but also drives sales and strengthens brand loyalty. Retailers can use this channel to offer enticing rewards, such as cashback offers, encouraging shoppers to choose their brand over competitors. The seamless integration into the customer’s purchasing process enhances convenience, deepening the relationship between the customer and the brand.

Navigating the Future

Looking ahead, influencer and affiliate marketing will keep leading the innovation charge. They’ve already revolutionized how brands connect with consumers, and their impact is set to grow even more. With a rising emphasis on authenticity, the spotlight on micro and nano influencers, and cool advancements in e-commerce and tracking, there’s a world of opportunities for brands. Embracing these trends and fine-tuning your strategies will supercharge engagement and fuel lasting growth in the ever-evolving digital scene.


Photo: © warrengoldswain from Getty Images

Mastering Affiliate Marketing: Effective Content Strategies for Success

Mastering Affiliate Marketing: Effective Content Strategies for Success

There has never been a better opportunity to monetize your content as an affiliate marketer. Nearly 40% of affiliate revenue in the U.S. is earned through blogs & content and the opportunities are increasing every year. Let's dive into some proven content strategies that work wonders for affiliate marketing, from informative product reviews to engaging listicles.

Why It’s Time To Invest In Influencer Marketing

Why It’s Time To Invest In Influencer Marketing

Influencer marketing has become increasingly popular in recent years as more and more consumers are utilizing social media to discover new products and services. It’s an effective strategy for brands to reach their target audience in an authentic and engaging manner, as influencers provide a personal touch that traditional advertisements may lack. The content is displayed in a variety of forms, including social media posts, blog posts, videos, or product reviews. The intent is to leverage the influencer's reach and impact to increase brand awareness, drive traffic to the brand's website, and ultimately boost sales. With the recent rise in social media platforms such as Tiktok, influencer marketing has become a primary advertising focus for many brands. In the past year, 81% of consumers reported that social media posts from influencers, friends, or family members drove interest in an item or service.