Affiliate commerce is rapidly gaining ground among publishers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 17, 2021, 5:33 PM GMT+0

The percentage of publishers generating at least some revenue from affiliate commerce has nearly doubled since last year. 

According to a Digiday survey of 126 publisher professionals, 60% of the respondents said they generated revenues from affiliate commerce. This number has grown from six months ago when only one-third of surveyed publishers said they generated revenues from affiliate commerce.

While the pandemic encouraged a number of publishers to adopt affiliate commerce, the revenue generated remains small. More than half of the respondents, who claimed to generate revenue from the commission-based revenue model, said it made for a “very small portion” of overall revenues.

In comparison, 63% of publishers described direct-sold as a “large” portion of their overall revenues in Q3 2021. Programmatic advertising (39%) and branded content (32%) were identified as a “large” portion of their revenue.

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