The Importance of De-Siloing Your Affiliate Channel

Rakuten Advertising Main Stage  •  Solo  •  4:30 PM–5:00 PM

Like many advertising technologies born in the 90s dotcom boom, affiliate marketing is now (thankfully) significantly older and wiser. Yet many marketing leaders still see it through the lens of its adolescent years – where a lack of insight and transparency, alongside limited partnership options and questionable effectiveness hampered the channel’s reputation. Like a unruly child, it was a misunderstood and unfavored channel in the marketing toolkit. But massive recent innovations in tech and data have matured affiliate marketing capabilities and causing brands to reprioritize these tools – and where affiliate programs once sat siloed away from other marketing activities, they are becoming a valuable part of the marketing mix. In this session, we will discuss the changes driving this reputation revolution and how some brands are taking advantage of them to de-silo affiliate partnership programs and drive significant value.

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