Crossing Channel Boundaries: The Partnerships That Are Redefining the Affiliate Landscape

Matterkind Stage  •  Panel  •  2:50 PM–3:20 PM


Performance-based tech partnerships have created some of the industry’s most promising new directions; On-Site Journey Optimization, Buy Now Pay Later, and now cutting-edge partners who reach users via Connected TV, or encourage consumers to engage in the circular economy.

The emergence of tech partnerships has broadened the scope of how affiliate marketing can benefit consumers, expanding the scope and boundaries of affiliate marketing. However, the crossover of these partnerships with other channels (and organic visits) often raises questions about attribution of budget and sales, and who exactly the partnership is owned by.

In this session we will explore:

- The challenges in changing the perception of how tech partners fit within our performance-based channel
- How tech partners can act as an amplifier for all channels, while navigating siloed org structures
- Where advertisers are missing opportunities by trying to box these partnerships within traditional affiliate boundaries
-How and why to work with other channel stakeholders to leverage these performance-based partnerships to drive omnichannel growth