Affiliate Marketing 2022

As Ecommerce Swells, Affiliate Inches Closer to Digital Mainstream

Executive Summary

The pandemic helped power affiliate marketing’s growth, and the looming economic challenges figure to give it another jolt. The affiliate channel has historically thrived in periods of economic uncertainty. But it is not yet a critical channel in the digital ad landscape.


  1. How much are US marketers spending in the affiliate marketing ecosystem?
  2. How are new players, such as influencers and buy now, pay later (BNPL) providers, reshaping the space?
  3. What strategies should marketers employ as the ecosystem continues to evolve?

WHAT’S IN THIS REPORT? An overview of the affiliate marketing space, including comparisons with related digital advertising channels; analyses and insights from practitioners on how the space is changing.

KEY STAT: More than a quarter (28%) of US marketing executives said they do not know or do not measure partnership marketing’s effect on company revenues, despite it being a channel dominated by performance metrics.

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    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Brands Are Warming Up to Affiliate Marketing
    4. The Pandemic Gave Way to a Boom for Affiliate Marketing
    1. New Advertisers Dip Their Toes Into Affiliate Marketing
    2. Affiliate Marketing’s Growth Creates New Challenges for Brands and Their Partners
    3. How Brands Can Test and Measure Affiliate Marketing
    4. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Amber Venz Box
    Co-Founder and President
    Interviewed June 1, 2022
    Anthony Capano
    Rakuten Advertising
    Managing Director, North America
    Interviewed May 20, 2022
    Emily Chan
    Digital Disco
    Interviewed August 30, 2022
    Breton Fischetti
    Recurrent Ventures
    Vice President, Performance Revenue
    Interviewed June 1, 2022
    Alexandra Forsch
    President, Awin US
    Interviewed August 30, 2022
    Matt Gilbert
    Interviewed May 25, 2022
    Stephanie Harris
    Owner and CEO
    Interviewed June 1, 2022
    Ashley Hill
    Group Director, Affiliate
    Interviewed May 19, 2022
    Patricia Marange
    Neo Media World
    Managing Director and Head of Affiliate Marketing and Performance Partnerships
    Interviewed May 23, 2022
    Tricia Meyer
    The Performance Marketing Association (PMA)
    Executive Director
    Interviewed August 26, 2022
    Jim Nichols
    Martech Record
    Interviewed August 26, 2022
    Kristen Pulver
    Horizon Media
    Vice President, Performance Media
    Interviewed May 26, 2022

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    Max Willens


    Jasmine Enberg
    Principal Analyst
    Caroline Fulford
    Senior Researcher
    Tracy Tang
    Senior Researcher

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