| While many marketing technology tactics have changed the past two decades to reflect a faster-paced society and advances in technology, the use of affiliate marketing channels has remained relatively the same in terms of system and structure. “It is a business development channel that has never truly been optimized by use of technology,” said Matt Gilbert, CEO of Pepperjam, an affiliate marketing technology and services company. “There hasn’t been any automation built into this channel.” According to Gilbert, the straightforward, last-click attribution model for coupon and cashback partners in affiliate marketing remains immutable to change, but that stability has been a benefit since the COVID outbreak as it remains a dependable, if outdated, system. However, some things have changed. “The most effective affiliate marketing programs now make partner discovery easy for marketers,” said Gilbert. “They do this by using data to recruit and not relying solely on traditional interactions.” Improved attribution, along with automation and personalization are modernizing affiliate channels, and helping them scale quickly to meet increased consumer demand. Read more here » | 