The Affiliate Marketing Podcast

Affiliate marketing has changed dramatically over the past two decades. What was once viewed as a simple performance channel has evolved into a broader partnership ecosystem powered by technology, data, influencers, mobile, and now AI-driven discovery. AI visibility in affiliate marketing is raising new questions about which partners influence consumers before they click.

In this episode, Lee-Ann is joined by Matthias Stadelmeyer, President & CEO at NYORDA, to discuss how the industry is evolving and what brands need to understand about the future of performance marketing.

With more than 15 years at the company and experience navigating major industry changes, Matthias shares his perspective on why affiliate marketing remains one of the most valuable but often underestimated channels for brands.

Together, they discuss how technology and data have transformed affiliate marketing, why measuring the full customer journey is becoming increasingly important, and what AI-driven discovery means for publishers and advertisers.

As search behaviour shifts towards large language models (LLMs), Matthias explains why brands need to understand not only where their traffic comes from, but also which publishers influence AI-generated recommendations and consumer decisions.

Key Talking Points: AI Visibility in Affiliate Marketing

• How affiliate marketing has evolved into partnership marketing
• Why affiliate remains an undervalued channel despite strong growth
• The role of data and technology in measuring performance
• Why last-click attribution is becoming less relevant
• How brands can understand the wider publisher impact on consumer journeys
• The rise of AI visibility and LLM-driven discovery
• How publishers are influencing brand recommendations in AI search
• Why smaller niche publishers can have a significant impact
• The future of mobile acquisition and app marketing
• How brands can prepare for the next phase of performance marketing

1. How Affiliate Marketing Evolved Into Partnership Marketing

Affiliate marketing is no longer just about sending traffic and measuring conversions.

According to Matthias, the channel has matured significantly because technology now allows brands to understand much more about customer journeys, sales validation, and publisher impact.

While the fundamentals remain the same, the data behind the channel has transformed how brands approach partnerships.

Affiliate marketing has also historically acted as an incubator for new marketing trends. Matthias explains that areas such as retargeting, search, influencer marketing, and social media marketing have all developed connections with the affiliate ecosystem before becoming their own established channels.

Today, the focus is moving towards a wider partnership ecosystem where different types of publishers and creators contribute across the customer journey.

2. Why Last-Click Attribution Misses Publisher Influence

For years, last-click attribution has been the dominant measurement model in affiliate marketing.

However, as customer journeys become more complex, brands are looking for better ways to understand the influence different partners have before conversion.

Matthias explains that user journey reporting has returned as an important topic, but implementing it remains challenging because brands need consistent measurement technology and clear decisions around how commissions should be allocated.

The goal is not simply knowing who delivered the final click, but understanding which partners helped move customers towards a purchase.

3. AI Visibility in Affiliate Marketing: The Publisher Opportunity

One of the biggest changes discussed in the episode is the rise of AI-powered discovery.

As consumers increasingly use LLMs to find recommendations, brands need to understand how visible they are within these systems.

Matthias explains that NYORDA’s AI visibility solution helps brands understand their share of voice in LLM responses and identify which publishers are being used as sources of information.

The surprising insight is that influence does not only come from large media companies.

Smaller blogs, niche publishers, and comparison websites can also play an important role in shaping how brands appear in AI-generated answers.

This creates a new opportunity for publishers who can create valuable, trusted content.

4. How Brands Can Measure AI Visibility and Find Publisher Partners

Traditional search rankings have historically required years of investment.

However, Matthias explains that AI-driven search creates a different opportunity because new brands can potentially gain visibility much faster if they become relevant sources for AI recommendations.

The challenge is that brands now need to understand:

• which content influences AI responses
• which publishers contribute to visibility
• how to optimise content for this new environment

NYORDA’s approach focuses on helping brands identify publishers that already influence their AI visibility and work with them to improve content structure and relevance.

5. Why Mobile Acquisition Remains an Opportunity for Brands

Beyond AI, Matthias highlights mobile as another area with significant growth potential.

He explains that mobile is one of the fastest-growing areas within NYORDA’s business, but many brands still fail to properly track and market their apps.

For many app-first businesses, this represents a missed opportunity.

Better measurement and stronger acquisition strategies could help brands unlock additional growth.

Listen to Find Out More About

• Why affiliate marketing continues to grow despite changing consumer behaviour
• How technology has transformed performance partnerships
• Why brands need to move beyond last-click attribution
• How AI is changing search visibility and discovery
• Why publishers will play a key role in AI-generated recommendations
• How brands can measure influence across the customer journey
• Why mobile acquisition remains an underused opportunity

Episode Timestamps

01:30 – Matthias’ journey from Tradedoubler employee to CEO
05:10 – Why affiliate marketing remains an undervalued channel
06:11 – How data and technology transformed performance marketing
08:00 – How partnership marketing is expanding beyond affiliates
12:00 – The return of user journey reporting
17:30 – Why NYORDA developed its AI visibility product
20:25 – Measuring AI visibility and share of voice
33:20 – The future of partnership marketing and AI
36:00 – Why mobile acquisition remains a growth opportunity

Listen to the Full Affiliate Marketing Podcast Episode

Affiliate marketing is entering a new phase where data, technology, and AI are changing how brands discover, measure, and work with partners.

In this episode, Matthias Stadelmeyer shares his perspective on the evolution of performance marketing, the rise of AI visibility, and why publishers will continue to play an important role in shaping consumer decisions. To find out more on NYORDA and their market launch of EMNA AI, click HERE.

Listen to the full episode to discover how brands can prepare for the next era of partnership marketing. Also, you can check out Affiverse’s Huawei/Tradedoubler webinar on revenue growth HERE.

Interested in taking part in the Affiliate Marketing Podcast? Contact our team to find out sponsorships opportunities and how we can help get your brand seen and heard in front of the right audience - contact sales@affiverse.com for more information.

Sign up for the Affiverse Newsletter at affiversemedia.com

Already subscribed? Share this episode with any affiliate, operator, or affiliate manager working to build trust in online gaming.

Subscribe to the Affiliate Marketing Podcast on Apple Podcasts

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Casino affiliate marketing continues to grow, but with more brands, publishers, and competition entering the market, finding reliable partners has become increasingly challenging.

In this episode of the Affiliate Marketing Podcast, Lee-Ann is joined by Oleksandr Kulyk, VP of Partnerships at Makeberry Affiliates, to discuss the publisher side of the casino affiliate ecosystem. Their conversation explores the challenges facing new affiliates and what separates sustainable traffic sources from short-term opportunities.

Makeberry Affiliates works across several areas of digital acquisition, including media buying, SEO, ASO, influencer marketing, affiliate networks, and direct advertiser partnerships. This gives the team insight into both sides of the market: what advertisers expect from publishers and what publishers need from brands to build successful casino affiliate partnerships.

Oleksandr explains why trust has become one of the industry’s biggest challenges, how affiliates can assess potential partners, and why quality affiliate traffic matters more than simply chasing volume.

The discussion also examines AI in affiliate marketing, including its effect on content creation and casino affiliate SEO. Oleksandr considers how publishers can adapt their strategies and where new opportunities may emerge as consumer behavior evolves.

Key Talking Points: Casino Affiliate Growth Strategies and Insights

• How Makeberry evolved from media buying into a full-cycle acquisition partner
• Why trust has become a major challenge between affiliates and advertisers
• The biggest challenges facing new publishers entering the casino market
• Why quality traffic matters more than volume
• How smaller affiliates can find the right brand partnerships
• What makes a publisher attractive to advertisers and networks
• Why affiliates should focus on niches instead of competing everywhere
• How AI is changing SEO, content creation, and publisher strategies
• Why publishers need to think long term when building traffic assets
• The importance of due diligence when choosing affiliate partners

1. Why Trust Matters in Casino Affiliate Marketing

The affiliate industry has never had more opportunities, but rapid growth has also created new challenges.

Oleksandr explains that one of the biggest issues in the market today is a lack of trust between affiliates and advertisers. With more brands launching and more publishers entering the space, both sides can struggle to identify reliable partners.

From the advertiser perspective, some companies invest heavily in acquiring traffic without fully understanding how to manage those campaigns or generate a return. This can create problems when brands are unable to maintain payments or build long-term relationships with publishers.

For affiliates, the challenge is choosing brands they can trust and knowing whether their traffic is being valued correctly.

Oleksandr highlights that networks and experienced partners can help bridge this gap by connecting publishers with suitable brands and providing better market knowledge.

2. Why Quality Affiliate Traffic Beats Volume

One of the biggest lessons from the episode is that affiliate success is not always about sending the highest number of users.

Oleksandr explains that Makeberry focuses on paying for quality rather than simply quantity because even a smaller number of valuable players can generate significant results.

For smaller affiliates, this creates an opportunity.

A publisher does not necessarily need thousands of users to become valuable. Understanding a specific audience, building expertise in a niche, and delivering high-quality traffic can create stronger partnerships.

Oleksandr advises affiliates to avoid spreading themselves too thin and instead focus on finding where they can provide unique value.

3. How to Build a Sustainable Casino Affiliate Business

The affiliate industry often creates unrealistic expectations.

Oleksandr warns that many people see stories of overnight success online, but building a successful publishing business usually requires testing, learning, and continuous improvement.

His advice for new affiliates is simple: start.

Find a niche, understand your audience, test ideas, and build expertise over time. Waiting for the perfect opportunity can mean missing the chance to learn while the market is still available.

Long-term thinking is essential. Oleksandr shares examples where significant investment and testing were required before seeing meaningful results, highlighting that sustainable growth does not happen overnight.

4. How AI Is Changing Casino Affiliate SEO and Publisher Growth

AI has lowered the barrier for creating websites and content, allowing people to move faster than ever.

However, Oleksandr explains that this also creates new challenges. With more websites being created, competition increases and publishers need to focus more on authenticity, expertise, and differentiation.

Looking ahead, he believes publishers need to think beyond traditional search traffic and understand how AI-driven recommendations could influence user journeys.

Makeberry is already exploring how websites can become visible within AI-driven search experiences, rather than relying only on traditional search engines.

Listen to Find Out More About Casino Affiliates

• How MakeBerry supports both publishers and advertisers
• Why trust has become one of the biggest challenges in affiliate marketing
• What smaller affiliates can do to attract better partnerships
• Why quality traffic matters more than volume
• How affiliates can identify valuable niches
• Why due diligence matters before choosing a brand partner
• How AI is changing SEO and publisher strategies
• Where new affiliate opportunities could emerge in the next 12–24 months

Timestamps

02:35 – How Makeberry became a full-cycle acquisition partner
05:45 – Why trust has become a major issue in affiliate partnerships
07:00 – How AI is changing the affiliate market and lowering barriers to entry
09:50 – Why smaller affiliates often struggle to find the right partners
11:38 – Why Makeberry focuses on quality traffic over quantity
13:00 – How affiliates can find the right platforms and partnerships
15:20 – Why finding a niche can help smaller publishers compete
18:15 – The future of SEO, AI and new traffic opportunities
25:00 – What affiliates need to understand before switching campaigns
29:11 – Advice for affiliates starting today

Listen to the Affiliate Marketing Podcast

Building a successful affiliate business requires more than finding traffic and signing partnerships.

In this episode, Oleksandr shares practical advice on choosing the right partners, focusing on quality audiences, building sustainable traffic sources, and adapting to the changes AI is bringing to the industry.

Listen to the full episode to learn how affiliates and advertisers can create stronger partnerships and grow together in an increasingly competitive market. Check out Makeberry Affiliates HERE.

Interested in taking part in the Affiliate Marketing Podcast? Contact our team to find out sponsorships opportunities and how we can help get your brand seen and heard in front of the right audience - contact sales@affiverse.com for more information.

Sign up for the Affiverse Newsletter at affiversemedia.com

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Subscribe to gain insights into scaling campaigns with accountability, sensitivity, and trust, even in the era of AI and automation.

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Paid media is changing quickly. With AI in paid media reshaping how campaigns are created, analysed, and optimised, advertisers have more opportunities than ever but also more questions around how to use these tools effectively.

In this episode of the Affiliate Marketing Podcast, Lee-Ann Johnstone is joined by Andrei Blosh, Business Development Team Leader at PropellerAds, to discuss the evolving world of paid acquisition, AI-powered marketing, and what advertisers need to consider before investing their budgets.

With 15 years of experience in the advertising space, PropellerAds works with performance marketers across multiple verticals, including iGaming, finance, mobile apps, utilities, and lead generation. Andrei shares his perspective on how advertisers can build an effective paid media strategy rather than treating campaigns as a simple “turn on and wait” process.

The conversation explores how AI is helping advertisers analyse performance, optimise campaigns, and make faster decisions, while also discussing why human creativity and preparation remain essential. From spotting AI-generated creatives to understanding the importance of testing budgets, tracking, and localisation, Andrei shares practical advice for businesses looking to scale their acquisition strategies.

AI in Paid Media: Key Talking Points

• How AI is changing paid media optimisation and campaign management
• Why AI-generated creatives still need human input and strategy
• The importance of preparation before launching paid campaigns
• Why paid media is not a quick-win channel
• How advertisers should approach testing budgets and optimisation
• The role of multi-format campaigns in acquisition strategies
• Why tier-three markets are becoming increasingly attractive
• How localisation impacts paid media performance across different regions

How AI Is Changing Paid Media Strategy and Optimisation

AI in paid media is becoming increasingly important, helping advertisers analyse data, identify patterns, and optimise campaigns faster.

Andrei explains that AI has already changed how teams work by reducing the time needed for tasks that previously required hours of manual analysis. Advertisers can now use AI tools to understand what is working, what is not, and where campaigns should be adjusted.

However, AI is not a replacement for marketing strategy.

Andrei highlights that advertisers still need to understand their audience, prepare their landing pages, build effective creatives, define their user journey, and have the right tracking systems in place before investing in traffic.

The biggest mistake businesses make is assuming AI can fix a weak foundation. Technology can support optimisation, but it cannot replace preparation.

Why Paid Media Strategy Requires Testing, Patience, and Partnership

One of the biggest misconceptions about paid media is expecting immediate returns.

Andrei explains that advertisers often approach campaigns expecting to put in one dollar and immediately receive three dollars back. In reality, successful campaigns require testing, optimisation, and time to gather enough data.

A strong paid media strategy involves testing different formats, analysing results, adjusting campaigns, and understanding what works for a specific audience.

For advertisers, this means having realistic expectations and allocating enough budget to properly evaluate performance.

Andrei also highlights that successful campaigns come from collaboration between advertisers and traffic partners. The best results happen when both sides work together towards a shared goal rather than treating traffic acquisition as a simple transaction.

Paid Media Market Expansion: Why Localisation Matters

As competition increases in established markets, more advertisers are exploring opportunities in tier-three regions.

Andrei explains that countries across Latin America, Africa, and Southeast Asia are becoming increasingly attractive because of growing digital adoption and expanding consumer markets.

However, entering these markets requires a localised paid media strategy.

Successful campaigns need to consider more than language. Advertisers must understand local preferences, payment methods, creative styles, device usage, and cultural differences.

For example, Andrei highlights that payment methods such as Pix in Brazil and M-Pesa in Kenya can play an important role in adapting campaigns for local audiences.

The opportunity is significant, but success depends on understanding the market rather than simply replicating campaigns from other regions.

What You Will Learn About AI in Paid Media

• How AI is helping advertisers optimise campaigns faster
• Why AI-generated creatives can sometimes hurt performance
• The preparation checklist businesses need before buying traffic
• Why paid media should be treated as a long-term strategy
• How advertisers can test campaigns effectively
• Why tier-three markets are attracting more attention
• How localisation impacts paid media success

Podcast Timestamps: AI, Paid Media and Market Expansion

04:56 – How AI is helping advertisers analyse and optimise campaigns
06:35 – Why AI-generated creatives can be easy to spot
11:02 – Why AI does not replace marketing preparation
16:45 – Why paid media is about long-term partnerships, not quick results
19:05 – How paid traffic can influence brand visibility and SEO
25:10 – Understanding testing budgets and campaign optimisation
30:15 – Why tier-three markets are becoming growth opportunities

Listen to the Affiliate Marketing Podcast

Paid media success is not just about buying traffic — it is about understanding your audience, testing strategically, and building campaigns that are designed to improve over time.

In this episode, Andrei Blosh shares practical advice on how advertisers can approach AI, campaign optimisation, and market expansion with a smarter strategy. Visit PropellerAdsto find out more.

Listen to the full episode to discover how paid media is evolving and what businesses need to consider before investing in their next acquisition campaign.

Interested in taking part in the Affiliate Marketing Podcast? Contact our team to find out sponsorships opportunities and how we can help get your brand seen and heard in front of the right audience - contact sales@affiverse.com for more information.

Sign up for the Affiverse Newsletter at affiversemedia.com

Already subscribed? Share this episode with any affiliate, operator, or affiliate manager working to build trust in online gaming.

Subscribe to the Affiliate Marketing Podcast on Apple Podcasts

Subscribe to gain insights into scaling campaigns with accountability, sensitivity, and trust, even in the era of AI and automation.

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AI is creating new opportunities for affiliate marketers — but it is also lowering the barriers for AI affiliate fraud.

In this episode of the Affiliate Marketing Podcast, Lee-Ann Johnstone sat down with Tautvydas Vasiliauskas, Head of Marketing at FirstPromoter, to explore how artificial intelligence is changing affiliate marketing, from improving productivity and automation to creating new challenges around fake partners, fake content, scalable fraud, and affiliate partner vetting.

With more than a decade of experience across affiliate marketing, SaaS, e-commerce, and subscription businesses, Tautvydas shares his perspective on why the industry needs to prepare for a new wave of AI-driven risks while still embracing the opportunities the technology creates.

The conversation covers how AI can help affiliate managers automate reporting, analysis, outreach, and campaign management, while also discussing why relationships remain one of the most important parts of successful affiliate programs.

They also explore how AI is bringing back old affiliate fraud techniques in new forms: fake websites, private blog networks, AI-generated influencers, and synthetic content. Tautvydas explains what affiliate managers can do to strengthen affiliate fraud prevention and identify suspicious partners before they affect their programs.

Key Talking Points: AI Affiliate Fraud and Partner Vetting

• How AI is improving affiliate program management and productivity
• Why relationship building remains the core responsibility of affiliate managers
• How AI is bringing old fraud tactics back at a much larger scale
• Why fake websites, AI-generated influencers, and synthetic content are growing risks
• The importance of creating partner quality checklists
• How affiliate managers can identify suspicious traffic and engagement patterns
• Why quality over quantity should become the new mindset for partner recruitment
• How AI will impact partner vetting and fraud detection in the future

How AI Is Changing Affiliate Program Management

AI is changing the way affiliate teams operate.

Tautvydas explains that many companies are using AI to become more efficient, especially as teams become leaner and businesses look to achieve more with fewer resources. Affiliate managers are already using AI for tasks such as partner discovery, outreach creation, reporting, analysis, and automating repetitive workflows.

However, the biggest opportunity is not replacing relationships. Tautvydas highlights that building connections with partners will always remain a key responsibility of affiliate managers.

Instead, AI can remove time-consuming operational tasks, allowing managers to focus more on strategy, partnerships, and growth.

The same technology that improves efficiency, however, can also be used by bad actors.

How AI Is Scaling Affiliate Fraud

Affiliate marketing has always faced fraud challenges.

Tautvydas explains that many of the tactics the industry has seen before are returning in a new form. Previously, creating fake websites, manipulating SEO, or building private blog networks required technical skills and significant effort.

AI has changed that.

Today, anyone can create multiple websites, generate content, build social profiles, or create fake influencers without needing advanced technical knowledge. The biggest change AI brings is scale.

For affiliate managers, this creates a new challenge: distinguishing genuine partners from those using AI to appear legitimate.

Why Affiliate Partner Vetting Should Prioritize Quality

Affiliate managers are often under pressure to grow programs quickly and recruit as many partners as possible. But Tautvydas believes this mindset needs to change.

The focus should move from quantity to quality — taking the time to properly evaluate partners before allowing them into a program.

This means creating stronger vetting processes, checking content quality, analysing traffic patterns, and looking for genuine engagement signals.

A smaller number of trusted partners can create better long-term results than a large number of unknown publishers that could create risk.

Listen to Learn More About AI Affiliate Fraud and Partner Vetting

• How AI is helping affiliate managers automate everyday tasks
• Why relationships remain the most important part of affiliate marketing
• How fake websites and AI-generated content are changing affiliate fraud
• The warning signs of fake publishers and influencers
• Why affiliate programs need stronger partner quality checks
• How AI could shape the future of partner vetting and fraud prevention

Episode Timestamps

05:40 – How AI is helping affiliate managers improve productivity
10:45 – The history of affiliate fraud and why old tactics are returning
12:20 – How AI lowers the barrier for creating fake websites and content
17:00 – How affiliate managers can identify suspicious partners
22:10 – Building a partner quality checklist for affiliate programs
25:58 – Why quality over quantity should guide partner recruitment
27:27 – What the future of AI and affiliate fraud could look like

Listen to the Affiliate Marketing Podcast

AI is changing affiliate marketing — creating new opportunities for efficiency while introducing new challenges around trust, transparency, and partner quality.

Tautvydas shared practical advice on how affiliate managers can use AI effectively while protecting their programs from emerging fraud risks. Find out more about this AI Shift in FirstPromoter’s guide HERE.

Listen to the full episode to learn how to balance innovation with better partner evaluation and build stronger affiliate programmes in the AI era.

Interested in taking part in the Affiliate Marketing Podcast? Contact our team to find out sponsorships opportunities and how we can help get your brand seen and heard in front of the right audience - contact sales@affiverse.com for more information.

Sign up for the Affiverse Newsletter at affiversemedia.com

Already subscribed? Share this episode with any affiliate, operator, or affiliate manager working to build trust in online gaming.

Subscribe to the Affiliate Marketing Podcast on Apple Podcasts

Subscribe to gain insights into scaling campaigns with accountability, sensitivity, and trust, even in the era of AI and automation.

Click here to rate and review, scroll to the bottom, tap to rate with five stars, and select "Write a Review."

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How do affiliate programs scale when teams, partners, and data become more complex?

In this episode, we sit down with Margarita Prokopchik, Chief Business Development Officer at Affise, to explore how affiliate marketing has evolved over the past seven years and why affiliate program automation has become increasingly important for managing modern programs.

Margarita shares her journey from joining Affise as a sales manager to becoming Chief Business Development Officer, while reflecting on the industry’s shift from simple tracking setups and postbacks to advanced integrations, automated workflows, and enterprise-level requirements.

The conversation explores how AI is being used in affiliate technology, why many companies confuse automation with true AI, and what businesses should look for when evaluating AI-powered platforms. Margarita also explains how machine learning has supported performance marketing for years and why the next stage of development will depend on giving businesses the infrastructure to build and connect their own AI workflows.

We also discuss the growing role of mobile measurement partners, attribution beyond last-click tracking, and how affiliate management automation can reduce repetitive tasks. This can give affiliate managers more time to focus on partner relationships, strategy, and sustainable growth.

Key Takeaways on Affiliate Program Automation

• How affiliate marketing has evolved from simple tracking to complex enterprise ecosystems
• Why media buyers now require more advanced technology and reporting capabilities
• The difference between real AI integration and AI being used as a marketing buzzword
• How machine learning has supported performance marketing for years
• Why businesses need flexible infrastructure to connect their own AI tools
• The role of mobile measurement partners in understanding the full customer journey
• How automation can reduce manual affiliate management tasks
• Why permission systems and structured workflows matter for scaling global teams
• The importance of human relationships in managing international affiliate programs

Why Affiliate Programs Need More Advanced Technology

Seven years ago, many affiliate programs were focused on simpler questions: is tracking working, are conversions firing, and are postbacks set up correctly?

Today, the industry looks very different. Margarita explains that affiliate programs now manage larger teams, more sophisticated media buyers, multiple markets, and higher expectations from technology partners.

Media buyers have evolved from individual operators into large organisations with dedicated teams, analytics departments, and structured processes. This growth has created a need for technology that can handle more complex tracking, reporting, and optimisation requirements.

The result is a shift towards platforms that provide deeper visibility, automation, and flexibility as businesses scale.

How Affiliate Program Automation Reduces Manual Work

One of the biggest challenges facing affiliate managers today is workload.

Margarita explains that affiliate managers are expected to manage relationships, analyse performance, solve technical issues, negotiate deals, and react to market changes making it one of the most demanding roles in digital marketing.

Automation can help remove repetitive tasks and give teams more time to focus on strategic activities. In one case study discussed during the episode, automation reduced affiliate manager workload by 30%, creating more capacity for partner development and relationship building.

For enterprise teams managing hundreds or thousands of partners, having the right permissions, workflows, and automation systems becomes critical for sustainable growth.

What You Will Learn About AI, Attribution and Scaling

• Why AI is often misunderstood in affiliate technology
• How to identify genuine AI capabilities versus AI marketing claims
• Why APIs and flexible infrastructure are becoming more important
• How MMPs help brands understand the complete customer journey
• How automation can help affiliate teams scale without adding unnecessary complexity
• Why human relationships remain central to affiliate success

Timestamps

02:30 – How affiliate marketing has evolved over the past seven years
07:00 – Separating real AI from AI washing in affiliate technology
14:11 – Why mobile measurement partners matter for attribution
22:10 – How permission systems help enterprise teams scale
31:10 – How automation reduced affiliate manager workload by 30%
36:36 – Rapid-fire insights on attribution, AI, and sustainable growth

Scale Affiliate Programs Without Losing the Human Element

Affiliate programs are becoming more complex but the right technology can help teams manage that complexity without losing the human side of partnerships.

In this episode, Margarita shares how automation, AI, attribution tools, and smarter workflows are helping affiliate teams improve efficiency and make better decisions. Reach out to Affise for more information or have a look at their Case Studies HERE.

Interested in taking part in the Affiliate Marketing Podcast? Contact our team to find out sponsorships opportunities and how we can help get your brand seen and heard in front of the right audience - contact sales@affiverse.com for more information.

Sign up for the Affiverse Newsletter at affiversemedia.com

Already subscribed? Share this episode with any affiliate, operator, or affiliate manager working to build trust in online gaming.

Subscribe to the Affiliate Marketing Podcast on Apple Podcasts

Subscribe to gain insights into scaling campaigns with accountability, sensitivity, and trust, even in the era of AI and automation.

Click here to rate and review, scroll to the bottom, tap to rate with five stars, and select "Write a Review."

Send me a text with your questions

Entering a new market is not just about translating content. For affiliates, operators, and advertisers, successful expansion depends on whether the message, brand, terminology, and offer actually make sense to the audience they are trying to reach.

In this episode of the Affiliate Marketing Podcast, Lee-Ann is joined by Barb Tasci, CEO of All-in Global and Co-Founder of the Revpanda Group, to discuss how AI localisation for affiliate marketing is changing the way businesses scale content across languages, markets, and channels.

Barb explains how Revpanda’s acquisition of All-in Global expanded the group’s wider marketing ecosystem, why localisation expertise has become more important in the AEO era, and how CRAIG, an AI-powered localisation solution, is designed to help businesses balance speed, quality, and cost.

The conversation also looks at how AI localisation can help affiliates test new markets faster, launch campaigns more efficiently, and build a stronger presence across multiple regions without relying too heavily on one channel.

Together, they also look at how AI localisation could change affiliate expansion strategies by allowing teams to test new markets faster, launch campaigns more efficiently, and build a stronger presence across multiple regions. Finally, Barb shares his thoughts on why relying on a single channel is becoming increasingly risky and why sustainable growth will come from a broader marketing approach.

Key Talking Points on AI Localisation and Affiliate Growth

• How Revpanda’s acquisition of All-in Global created a wider ecosystem of services
• Why localisation remains a major challenge for iGaming businesses expanding internationally
• How CRAIG combines AI technology with specialist localisation knowledge
• Why generic AI translation tools struggle with context, terminology, and consistency
• How AI localisation helps affiliates expand into new markets faster
• The importance of balancing speed, quality, and cost in content production
• Why multi-channel marketing will become increasingly important for sustainable growth

Why AI Localisation Matters for Affiliate Market Expansion

Expanding into new markets requires more than simply translating words. Businesses need content that understands local language, terminology, cultural context, and industry requirements.

Barb explains that many companies struggle with localisation because traditional workflows can become expensive and slow, especially when entering smaller markets where finding reliable vendors is difficult.

For operators launching campaigns or affiliates testing new markets, delays can mean missed opportunities. In competitive industries like iGaming, being able to launch localised content quickly can make the difference between entering a market early or following competitors.

This is where AI-powered localisation is changing the process; helping businesses move faster while maintaining consistency and quality.

How AI Localisation Combines Speed With Human Expertise

While tools like ChatGPT and other large language models have made translation more accessible, Barb explains that generic AI solutions do not always understand the specific requirements of localisation.

The difference with CRAIG is the combination of AI technology with All-in Global’s years of localisation expertise, including terminology, branding guidelines, and industry-specific knowledge.

Barb highlights that AI should not replace people, but instead enhance how teams work. CRAIG includes human support, onboarding, and ongoing optimisation to ensure businesses get content that matches their requirements.

For affiliates and operators, this creates the opportunity to scale content production, test more markets, and adapt campaigns faster without sacrificing quality.

Listen to Find Out More About AI Localisation

• How Revpanda and All-in Global are building a wider marketing ecosystem
• Why translation alone is not enough for successful market expansion
• How CRAIG compares with generic AI translation tools
• How affiliates can use AI localisation to test new opportunities
• Why sustainable growth will require multi-channel strategies

Timestamps

[02:20] – Barb’s journey from competitor to CEO of All-in Global
[05:15] – Why localisation has been difficult to scale and how CRAIG was created
[07:00] – Solving the quality, speed, and cost challenge in translation
[19:00] – How affiliates can use AI localisation to expand into new markets
[32:30] – The future of affiliate marketing and why multi-channel strategies matter

Listen to the Full Episode on AI Localisation and Affiliate Growth

Localisation is becoming more than a translation process, it is becoming a growth advantage.

In this episode, Barb Tasci explains how AI-powered localisation can help affiliates, operators, and advertisers expand faster, reduce operational challenges, and create better experiences for audiences across different markets. To find out more about All-in Global and CRAIG, visit https://all-in.global.

Interested in taking part in the Affiliate Marketing Podcast? Contact our team to find out sponsorships opportunities and how we can help get your brand seen and heard in front of the right audience - contact sales@affiverse.com for more information.

Sign up for the Affiverse Newsletter at affiversemedia.com

Already subscribed? Share this episode with any affiliate, operator, or affiliate manager working to build trust in online gaming.

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What happens when affiliate marketing is no longer just SEO, and media buying becomes a core part of user acquisition strategy?

Lee-Ann Johnstone sits down with Kamila Łuksza-Szpyt, Managing Director and Marcin Kumięga, Director of Business Development at Voluum to discuss how iGaming and affiliate programs are shifting away from single-channel dependency and into a multi-layered acquisition model driven by affiliate media buying strategy, AI, and real-time optimisation.

For years, SEO affiliates and review sites dominated acquisition strategies. But that model is breaking down under pressure from AI search, rising traffic costs, and changing user behaviour. The result is a major shift: brands are now forced to rethink what “affiliates” actually mean, and expand into broader user acquisition strategies.

Kamila and Marcin break down what is really changing inside the industry; traffic diversification and testing budgets to tracking, attribution, and why many programs fail in their first 30–60 days of media buying.

Affiliate Media Buying Strategy: Key Talking Points

• Why SEO-only affiliate strategies are losing visibility in iGaming
• How AI search and Google AI Overviews are changing traffic distribution
• Why media buying is becoming a core user acquisition channel
• Why data tracking and technical setup are critical for success
• How AI is changing optimisation and reporting workflows
• Why affiliates and media buying should not be treated as competing channels
• The role of attribution in connecting campaigns across the funnel

Why iGaming Is Moving From SEO to Multi-Channel Acquisition

The traditional iGaming model relied heavily on SEO affiliates, comparison sites, and review pages to drive traffic. That model worked because search behaviour was stable and predictable.

Kamila and Marcin explain that this is no longer the case. AI-driven search, Google AI Overviews, and shifting consumer behaviour are reducing organic visibility and pushing brands to rethink their dependency on SEO.

At the same time, media buying channels such as push, pop, native, programmatic, and paid social are opening up at scale. This creates a wider, more competitive acquisition environment but also a much larger opportunity pool.

Instead of relying on one predictable funnel, brands now operate across multiple fragmented touchpoints, making diversification not optional, but necessary.

The First 60 Days: Where Most Media Buying Strategies Fail

One of the strongest insights from the episode is how many programs fail early due to poor setup and expectations.

Kamila highlights two consistent issues:

• Brands expect fast ROI without proper testing phases
• Budgets are either too small or too widely spread across traffic sources

Marcin adds that another major issue is mindset: many operators still treat media buying as a replacement for affiliates rather than a complementary user acquisition channel.

The reality is that successful campaigns rely on structured testing, proper tracking setup (UTMs, postbacks, attribution), and a clear understanding of what success actually means before scaling begins.

Without this foundation, optimisation becomes guesswork rather than strategy.

Listen to Learn More About Affiliate Media Buying and AI

• Why SEO alone is no longer a sustainable acquisition strategy
• How AI is reshaping both traffic and optimisation workflows
• What brands consistently get wrong in the first 30–60 days of media buying
• Why tracking infrastructure is critical for performance marketing success
• How to properly structure testing budgets across multiple traffic sources

Timestamps to Go Direct

• [03:22] Why AI search is reducing organic traffic
• [06:55] Biggest mistakes brands make when starting media buying
• [08:55] Why tracking and technical setup determine success
• [10:58] Funnel differences between SEO and paid media
• [15:00] Budget allocation and traffic source strategy
• [25:50] How AI is changing media buying workflows
• [32:15] Real-world success case: +30% conversion rate uplift
• [36:54] Rapid fire: AI, LTV, and scaling mistakes

Call to Action

Media buying is no longer treated as a side experiment by many affiliate programs. It is becoming part of a broader user acquisition strategy, sitting alongside SEO, partnerships and other performance channels.

Kamila and Marcin from Voluum break down exactly how brands can approach this shift with structure, testing discipline, and the right tracking infrastructure to avoid costly early mistakes.

If you’re working in affiliate marketing, user acquisition, or performance media, this episode shows what is changing right now — and what you need to fix before scaling.

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How AI is Democratising and Personalising Affiliate Program Management

What actually happens when AI moves from buzzword to something you can use inside an affiliate program every single day?

Today, Lee-Ann sits down with Michael Cole, CMO at Everflow, to break down how AI is already changing the way affiliate programs are tracked, managed, and scaled, not in theory, but in real workflows being used today.

Michael shares how teams are moving away from developer-heavy processes and instead building lightweight automations, dashboards, and reporting systems directly through AI tools. The shift in using AI is not about replacing people but instead removing the bottlenecks that stop affiliate managers from doing higher-value work.

Michael also explains where AI breaks down, why judgment still sits firmly with humans, and how affiliate managers can finally reclaim time for strategy, partner growth, and relationship building instead of drowning in reporting and admin tasks.

You can find a variety of AI Use Case Recipes at https://www.everflow.io/ai-playbook.

Key Talking Points on AI Affiliate Program Management

• How AI is enabling affiliate managers to build tools without developers
• Why API-first platforms are becoming more powerful in an AI-driven workflow
• Where AI fails: judgment, nuance, and decision-making under context
• Why affiliate managers should focus less on admin and more on relationships
• How “headless” systems are changing how data is used across teams
• The future of affiliate management roles in AI-powered environments

From Manual Reporting to AI-Driven Affiliate Program Management

Affiliate management has traditionally been weighed down by reporting, spreadsheets, and manual data pulls. Michael Cole explains how AI is changing that dynamic by allowing teams to build lightweight automation layers on top of existing platforms like Everflow.

Instead of waiting for development cycles, affiliate managers can now generate dashboards, connect systems like HubSpot or Slack, and automate weekly reporting using simple AI-assisted workflows. The biggest shift isn’t just speed, it’s control. Managers can finally design reporting structures that reflect how they actually think about performance, not how tools force them to report it.

This unlocks a more precise understanding of affiliate performance, including deeper attribution, behavioral signals, and revenue impact beyond surface-level metrics.

Why AI in Affiliate Marketing Still Needs Human Judgment

While AI is powerful at processing data and generating outputs, Michael is clear on one point: it lacks judgment. AI can summarize, analyse, and connect systems, but it struggles with context, nuance, and decision-making. A drop in performance might be seasonal, strategic, or completely normal but AI alone can misinterpret that without human direction.

This is why the role of the affiliate manager is shifting, not disappearing. The focus is moving away from repetitive admin tasks and toward higher-value work: interpreting insights, managing relationships, and deciding what actually matters for growth.

The real opportunity is not automation replacing people, it’s automation clearing space for better decisions.

Listen to Learn More About AI for Affiliate Managers

• How affiliate managers are building custom tools without developers
• Real-world examples of AI-powered reporting inside Everflow
• Why AI struggles with context and judgment in performance analysis
• How headless systems are changing affiliate data access
• Why the future of affiliate management is more strategic, not less human

Timestamps

• [03:47] How AI enables non-developers to build automation workflows
• [08:40] Why AI coding in spreadsheets is becoming a core workflow
• [12:38] How affiliate managers are using AI for reporting and CS insights
• [15:34] What “headless” means for affiliate platforms like Everflow
• [23:49] Where affiliate managers should start with AI adoption
• [31:30] The future of SaaS, APIs, and AI-built affiliate systems

Listen to the Full Affiliate Marketing Podcast Episode

AI is already reshaping how affiliate programs are built and managed but the real shift isn’t technical, it’s operational.

This episode with Michael Cole from Everflow breaks down how affiliate managers can move from manual reporting to intelligent, AI-assisted workflows that free up time for strategy, partner development, and performance growth.

If you’re working in affiliate marketing, this is the moment to understand what AI actually changes inside your day-to-day role and where it doesn’t. Learn more about Everflow:https://www.everflow.io.

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How Affiliates Can Spot Casino Fraud and Build Trust in Online Gaming

Welcome back to a brand new season of the Affiliate Marketing Podcast!

In Season 26, Episode 1, Lee-Ann Johnstone speaks with James Elliott, founder of Gamecheck, about casino fraud, cloned casino games, and the growing need for trust in online gaming affiliate marketing.

As fake casino content becomes harder to spot, affiliates face a bigger responsibility when choosing which operators and games to promote. James explains how Gamecheck identifies cloned games, verifies casino content, and helps players, affiliates, and operators make safer decisions in a fast-moving iGaming market.

The conversation also covers regulatory compliance, emerging market risks, AI-driven game production, and the practical steps affiliates can take to protect their audiences, strengthen credibility, and promote genuine online casino experiences.

Casino Fraud and Affiliate Trust Talking Points:

• How cloned casino games affect players, operators, and affiliates.
• The history and mission of Gamecheck in identifying fake games.
• Methodologies for investigating casino websites and verifying authenticity.
• The importance of trust, transparency, and compliance in affiliate marketing.
• How emerging markets and AI-driven content are accelerating the challenge.

The Rise of Fake Casino Games and Cloned Casino Content

James explains that cloned casino games have been a persistent problem in the online gaming industry for years. These fake sites can replicate graphics and gameplay but often misrepresent outcomes or exploit players’ personal information. With the growth of white-label casinos and emerging markets, affiliates and operators must remain vigilant. Gamecheck aggregates intelligence from multiple providers to create a single, reliable source for checking legitimacy, reducing duplicated efforts, and protecting the ecosystem.

How Affiliates Can Promote Verified Casino Content

Gamecheck empowers both players and affiliates by offering tools to verify casinos before depositing. The Gamecheck Seal, a QR code on approved sites, allows instant verification of authenticity. Affiliates can now promote only verified operators, ensuring consumer trust and protecting their own reputations. James emphasises that even in regulated markets, vigilance is crucial, and collaboration between affiliates, operators, and providers is key to sustaining trust in the industry.

Listen to Learn How Affiliates Can Reduce Casino Fraud Risk:

• How Gamecheck detects cloned casino games and protects the ecosystem.
• Why affiliates should care about authenticity and consumer trust.
• The growing challenge of AI and rapid game replication.
• Best practices for building credibility in online gaming affiliate programs.
• Real-world impact: reducing fraud, protecting players, and promoting trusted operators.

Key Timestamps to go Direct:

[01:50] The problem of cloned casino games in the industry
[06:33] How Gamecheck identifies fake games and investigates URLs
[08:37] Gamecheck Seal and tools for affiliates and players
[23:25] AI, rapid game production, and emerging market risks
[31:30] How affiliates can engage with Gamecheck and promote trusted content

Get More Affiliate Marketing Podcast Insights

Protect your players and build credibility by promoting verified casino content. James Elliott shares how Gamecheck is helping affiliates, operators, and players navigate a complex, fast-growing market. VisitGamecheck to verify casinos, access tools, and ensure your affiliate campaigns promote trustworthy operators.

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Have you ever wondered how brands can improve AI visibility without relying solely on traditional SEO or paid ads?

In this episode of the Affiliate Marketing Podcast, we sit down with Mary Cooper, Co-Founder at Nicely Network, to explore how Reddit marketing is becoming part of modern brand awareness and affiliate strategy. Mary explains how Nicely Network helps brands build AI visibility by using Reddit alongside authoritative channels such as Yahoo and Business Insider, positioning them as trusted references in search, AI-driven discovery, and consumer decision-making.

Mary also discusses the shift from traditional search behavior toward AI-assisted answers, and why Reddit has become a valuable platform for brands seeking long-term visibility and credibility. From software products to direct-to-consumer campaigns, Nicely Network has built a methodology that blends authenticity, niche targeting, affiliate strategy, and AI awareness to drive measurable results.

Reddit Marketing and AI Visibility Talking Points

• The evolution of Nicely Network from a traditional affiliate agency to a Reddit and AI visibility specialist.
• Why Reddit is now a vital channel for brands, with its content being used to train AI and large language models.
• Case studies showcasing measurable results, including AI visibility gains and direct sales impact for clients like McAfee and Walmart.
• How Nicely Network balances brand guidelines with Reddit community authenticity to maximise performance.
• The long-term benefits of evergreen content that compounds over time and strengthens AI visibility.

Why Reddit Marketing Matters for AI Visibility

Mary explains that Reddit has grown into a powerful platform for brands seeking long-term AI visibility. Thanks to partnerships between Reddit and Google, Reddit content is now frequently cited in AI-driven search results. Nicely Network positions brands within niche communities and ensures posts are authentic, organic, and highly relevant to target audiences. By focusing on AI visibility rather than short-term metrics alone, brands gain a durable presence that continues to drive traffic and recognition over time.

Reddit Campaign Case Studies and Affiliate Strategy

Nicely Network’s approach is both strategic and tactical. For McAfee, they increased AI visibility share from 6% to 17% over four months. Walmart campaigns focused on bottom-of-funnel keywords, generating over $30 million in sales over multiple years. Campaigns are pre-planned with clear objectives, niche keywords, and pre-approved copy when necessary. Evergreen content ensures that initial campaigns continue to deliver value long after the launch, making Reddit a high-impact investment for long-term brand authority.

What This Affiliate Marketing Podcast Episode Covers:

• How Reddit content is now being cited in AI models and why this matters for brands.
• The step-by-step approach Nicely Network takes to maintain authenticity while achieving visibility.
• Key considerations for selecting keywords, subreddits, and creating evergreen content.
• The measurable impact of Reddit and AI visibility campaigns on both awareness and sales.
• Lessons from working with global brands across software, e-commerce, and direct-to-consumer sectors.

Key Segments of This Podcast and Where You Can Tune In to Go Direct:

[03:10] The importance of AI visibility for modern consumer behaviour
[13:48] Reddit and authoritative media placements for AI citation
[21:58] Case study: McAfee and driving measurable AI visibility
[31:15] Rapid-fire insights: authenticity, AI visibility, and Reddit strategy

Get More Affiliate Marketing Podcast Insights

If you’re looking to increase your brand’s presence in AI-driven search and improve long-term visibility, this episode is a must-listen. Mary Cooper provides actionable insights into authentic Reddit marketing, evergreen content creation, and strategic AI citation. For more details on how Nicely Network helps brands with AI visibility through Reddit, have a look atHERE. Interested in their services? Affiliate Marketing Podcast listeners can get a $1,000 saving for any brand that launches a campaign with them (onboarding fee waivered).

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Can the fragility of relationships become a strategic advantage in affiliate relationship management?

In this episode of the Affiliate Marketing Podcast, Lee-Ann sits down with Tali Chester, Senior Director, Account Management at Semantic Labs, to explore how performance-driven affiliate marketing intersects with human relationships, sensitivity, and trust. Tali shares her journey from fundraising at Greenpeace to leading high-impact digital marketing campaigns, showing how empathy, accountability, and clear communication support stronger affiliate partnerships.

The conversation looks at the balance between analytical precision and authentic relationship-building. Tali explains why, even in a more automated and AI-driven marketing environment, the human side of affiliate program management remains critical for long-term success. From managing performance-only campaigns across hundreds of clients to building trusted affiliate relationships, this episode explores the balance between metrics, strategy, and personal connection.

Affiliate Relationship Management Talking Points:

• Tali’s unconventional path into affiliate marketing and how human connection guided her journey.
• How Semantic Labs approaches performance-only campaigns across multiple verticals without cannibalising clients’ paid search efforts.
• The role of sensitivity and fragility in maintaining long-term, trusting relationships with affiliates and partners.
• Key strategies for balancing AI-driven tools and human judgment in decision-making.
• Lessons from running large-scale campaigns and handling high-stakes client relationships with accountability and transparency.

Performance Marketing Accountability at Scale

Semantic Labs operates with a performance-first model, managing hundreds of clients while focusing on paid search to drive leads and revenue. Tali emphasises that accountability is built into the culture: her team reviews client campaigns monthly, monitors spend versus performance, and actively optimises traffic and keywords to ensure results. This rigor allows clients to scale without upfront risk while maintaining low operational costs. The conversation highlights how performance-focused strategies require detailed attention, strategic planning, and a commitment to metrics, proving that strong results come from persistent, hands-on management.

Trust and Human Relationships in Affiliate Partnerships

Tali shares a powerful perspective on the fragility inherent in affiliate relationships: sensitivity and empathy are not weaknesses but forms of intelligence that build trust. Even in an AI-driven landscape, success depends on authentic human connections, vulnerability, and humility. By nurturing these relationships, her team strengthens engagement, fosters collaboration, and ensures that performance campaigns succeed while sustaining long-term partnerships. This approach illustrates that in affiliate marketing, the human element remains a decisive factor, complementing technology and analytics.

What This Affiliate Marketing Podcast Episode Covers:

• How performance-only campaigns are executed without cannibalizing client efforts.
• Balancing AI tools and human judgment in affiliate management.
• Why fragility and sensitivity are critical for building trust and maintaining relationships.
• Lessons from managing high-volume campaigns and fostering accountability across teams.
• Practical advice for new and experienced affiliate managers on combining strategy with humanity.

Key Segments of This Podcast and Where You Can Tune In to Go Direct:

[10:00] Performance-only campaigns and operational transparency
[14:48] Sensitivity and fragility as intelligence in partnerships
[20:40] Paid search evolution, AI, and the changing affiliate landscape
[28:28] Rapid-fire insights: relationships, accountability, and humility

Get More Affiliate Marketing Podcast Insights

Discover how to combine performance metrics with authentic human relationships in your affiliate programs. Tali Chester shared practical strategies for running performance-only campaigns, maintaining accountability, and nurturing sensitive, trust-based partnerships that drive results. If you are interested in finding out how Semantic Labs can help your business, check them out HERE.

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Today we go behind the scenes of one of the most high-stakes periods in sports betting marketing: the World Cup. Joining Lee-Ann is Vitaliia Pohrebniak, Team Lead of Influencer Marketing at PIN-UP Partners, who shares her insights on how brands can effectively convert attention into real performance during major sporting events. Vitaliia walks us through the meticulous preparation that goes into planning campaigns months in advance; from pre-testing creatives and defining KPIs to briefing and training influencers across multiple geographies.

Why can’t the World Cup be treated like a regular marketing season? User behaviours shift dramatically, traffic heats up, and attention alone does not guarantee conversions. Vitaliia explains how content creators act as both strategic partners and cultural guides, helping brands connect with local audiences and respond quickly to real-time events, trends, and fan emotions.

Get ready for an episode that offers a lesson into how preparation, localised strategies, and influencer collaboration can ensure campaigns not only reach audiences but deliver measurable results during the most competitive periods of the sports calendar.

Talking Points Include

• Why the World Cup should be treated as a separate marketing season.
• How influencer and content creator campaigns are structured to maximise performance.
• Strategic preparation, testing, and localisation for high-intensity marketing periods.
• Lessons on converting attention into real user actions and FTDs.
• Common pitfalls brands encounter and how to avoid them during major events.

Listen to Find Out More About

• Why the World Cup creates a unique, high-intensity marketing environment.
• How pre-testing and localised content improve influencer performance.
• The difference between generating attention and delivering actual performance.
• Key strategies for contingency planning and managing influencer campaigns in real time.
• Common mistakes brands make during high-visibility events and how to avoid them.

Key Segments and Where to Tune In

[04:54] Why the World Cup is treated as a separate marketing season
[06:40] Pre-tournament preparation: testing, templates, and KPIs
[14:35] Influencer content strategies for engagement and conversion
[20:38] Common mistakes brands make and how to ensure performance over attention

Never Miss a Conversation Like This One

If you’re managing campaigns around major sporting events, this episode is a must-listen. Vitaliia Pohrebniak reveals actionable strategies for converting attention into performance and maximising the impact of influencer campaigns.

New episodes of the Affiliate Marketing Podcast drop every week, with guests who are in the trenches of affiliate and performance marketing. Subscribe wherever you listen so the next one lands without you having to go looking for it.

Subscribe to the Affiliate Marketing Podcast to stay ahead of the latest event-driven marketing trends.

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If the Affiliate Marketing Podcast is part of your regular listening, please take a moment to leave a five-star rating and a review. It helps more affiliate managers and e-commerce brands find conversations like this one.

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Why Most Affiliate Networks Are Built for the Brand, Not the Partner

Dorin Boerescu has been in this industry since 2009. He started as an affiliate, bought a network that was turning over next to nothing, and has since facilitated more than 828 million euros in GMV. But the number that matters most to him is not the revenue figure. It is the question nobody asked when they built every traditional network before his: who actually has the right to decide how the marketing budget gets spent?

What followed that question is Business League, a full-transparency affiliate ecosystem built around one metric, the number of sales. No branded traffic allowed. No hidden rankings. No six-month approval chains. Just a live leaderboard, gamified performance tiers, and a platform that treats affiliates like the traders they actually are.

Lee-Ann sat down with Dorin to find out how a concept born in Romania is now live in Ireland, why complete transparency makes programs stronger rather than more vulnerable, and what happens when you build an affiliate network from the affiliate's point of view rather than the advertiser's.

Talking Points Include

• Why affiliates are traders, not content creators and why the best performers in Business League have never read a Kotler textbook
• The leaderboard that embarrassed a client who thought he was number one and why seeing the real ranking changed how he ran his program from that day forward
• Full transparency as a fraud deterrent and why making all data visible to everyone keeps bad actors out and drives up quality across the entire ecosystem
• How gamification goes beyond commission from speed contests to conversion rate competitions, and why affiliates compete even when the prize money is only 25 euros
• The case against budget caps in performance marketing and why capping spend in a cost-per-sale model is one of the most counterproductive things a brand can do

Listen to Find Out More About

• How Dorin went from selling his agency shares in 2009 to building a network that outperforms traditional media channels on ROAS
• Why Business League launched in Ireland first, what he found when he got there, and which market is next
• How a branded traffic ban is enforced technically and what happens to affiliates who try to get around it
• The five performance tiers from freelancer to unicorn and what it actually takes to move between them
• Why Dorin would have dinner with Jeff Bezos and what Amazon's affiliate program did for this entire industry
• What an ROAS of 11.9 from non-branded traffic looks like in practice across 900 e-shops and 5,700 affiliates

Key Segments and Where to Tune In

• [10:25] The Business League model explained: Premier League for marketing, 28-day rounds, five tiers, and why the only metric that matters is the number of sales
• [19:10] Full transparency as a competitive moat: why showing everyone the data keeps fraud out, makes brands better, and builds genuine respect between partners at different levels
• [24:30] Gamification in depth: the First 100 speed contest, conversion rate competitions, and why Dorin used the same system on his kids to get them to brush their teeth
• [33:20] Rapid fire round: affiliate marketing in three words, the one thing e-commerce brands get wrong when they launch a program, and who Dorin would have dinner with

Send me a text with your questions

What happens when a 26-year performance marketing veteran looks at the creator and affiliate divide and says the industry is solving the wrong problem entirely?

If your affiliate program and creator program sit in separate budget lines with separate managers measured against completely different success metrics, this episode will feel uncomfortably familiar. Todd Ulisoe, Chief Revenue Officer of Nomix Group, has spent 26 years watching brands unknowingly build the same problem into their marketing structures over and over again. The solution, he argues, is not better technology. It's better people alignment.

Todd's career reads like a history of digital marketing itself: Amazon in its early days, building one of the world's second-largest ad networks, marketing for Dane Cook before influencer was even a word, building and selling three separate businesses. Now at Nomix Group, overseeing a portfolio that processes three billion monthly queries, he's seeing exactly where the creator and affiliate worlds are colliding and how brands can stop treating that collision like a problem.

Talking Points Include:

• Why the creator versus affiliate budget battle has nothing to do with technology and everything to do with how people are compensated, and what actually has to shift at C-suite level before any of it changes
• How unified measurement frameworks work in practice, and why brands that reconcile creators and affiliates against the same verified transaction outcomes will outperform those that keep them siloed
• What three billion monthly queries tells you about where consumer intent is moving right now, and which channels are capturing purchase signals before Google even gets involved
• Why Todd believes the label affiliate marketing is holding the channel back, and what calling it performance-based media would actually unlock for brands trying to build market share
• The crawl, walk, run approach to integrating creators into your existing affiliate program without breaking the economics that are already working

Listen to Find Out More About:

• Why Todd refuses to call it affiliate marketing anymore, and what renaming the channel to performance-based media would do for how brands budget and value it
• The distinction between transparency and brand safety that changes how you should be questioning your publisher partners entirely
• What the Target creator program restructure signals about where the rest of retail is heading with its partner mix
• Clicks without context: the metric Todd says performance marketers are most consistently wrong about right now, and what to focus on instead
• The rapid fire round: one channel to back for the next five years, CPA versus revenue share, and the best conference opener after 26 years in the industry

Key Segments of This Podcast and Where You Can Tune In to Go Direct:

[06:25] Where the affiliate and creator worlds actually break down: different budget owners, different success metrics, and why forcing both into the same operating logic creates friction before a single campaign launches

[18:31] What three billion monthly queries actually tells you about consumer intent in 2025 and which channels are picking up purchase signals before Google is even in the picture

[24:15] CPC to CPA: why Todd says it is just math, how Shopnomix runs 90 to 95 percent CPA, and the four-step framework for proving out the economics before you scale

[29:41] Rapid fire: creators or traditional affiliates for the next five years, the metric everyone gets wrong, and the line Todd uses at conferences after 26 years in the game

Send me a text with your questions

What happens when the biggest threat to your publishing business is also buried inside the data you're not looking at?

Jorge Barbosa of wecantrack, joins Lee-Ann to talk about what is actually happening to publishers right now, why most of them are flying blind without realising it, and what the ones who are thriving are doing differently. The conversation covers HCU updates, AI overviews cannibalising traffic, the overlooked relationship between affiliate managers and publishers, and why EPC broken down by traffic source might be the most important number in your business that you're not tracking.

Talking Points Include:

• The visibility gap most publishers don't know they have and why logging into your affiliate network reports is not the same as understanding your business
• How one publisher shifted from 80 percent organic to 80 percent paid traffic over four years and grew overall revenue in the process
• Why AI overviews are changing the user journey in ways that affect affiliate managers just as much as publishers and what you should be doing about it depending on who your audience actually is
• The case for affiliate managers paying for their top publishers' tracking tools and the commercial intelligence that comes back in return

Listen to Find Out More About:

• Why EPC by traffic source and landing page is the one metric Jorge always leads with in demos, and what it reveals that network reports never will
• How big publishers use automated link testing and monetisation scripts to protect revenue at scale without adding headcount
• The LLM tracking feature wecantrack is building that measures how often an AI model is crawling your content, not just mentioning it
• Why affiliate marketing as a side hustle is the myth that drives Jorge mad, and what the industry actually looks like when you pull back the lens
• What the successful publisher looks like in 2027, in one sentence
• Why publishers building a brand rather than just a website is the single most important strategic shift happening in the industry right now

Key Segments of This Podcast and Where You Can Tune In to Go Direct:

• [02:00] The pain points publishers are dealing with right now: HCU losses, AI overview traffic cannibalisation, and why most are still guessing about where their revenue comes from
• [06:50] A live demo reality check: the publisher who thought YouTube was irrelevant until the data showed it was their best-converting channel
• [22:08] Pivot or die: real examples of publishers who lost eighty percent of organic revenue and rebuilt stronger by acting on what the data told them
• [28:00] The rapid fire round: the one metric everyone should track, the best and worst things to happen to publishers in two years, and what 2027 looks like for the publishers who make it

Call to Action

A big thank you to Jorge for being so generous with what he's seen on the ground. If this episode has made you think differently about the data sitting inside your publishing business or program, that is worth acting on sooner rather than later. Have a look at their Affiliate Dashboard or book a demo if this episode has sparked your interest.

KonverJ works with brands and affiliate managers to build publisher relationships and program strategies that are grounded in what the data actually shows. If you want to stop guessing and start making decisions that compound,get in touch with the team here.

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What happens when your affiliate publisher is a sleep-deprived new mum with 45,000 verified users, a Dragon's Den deal, and strong opinions about how brands treat people? You listen.

Olivia Davson is the co-founder of Cubbi, the UK's first discount platform built specifically for verified new and expecting parents. She launched it eight weeks after having her first child, built the first version of the app with her sister who had zero coding experience, onboarded over 30 brands before launch, and pitched her business live on BBC's Dragon's Den at nine months pregnant. She walked out with a 50,000 pound investment.

In this episode, Lee-Ann talks with Olivia about what it actually feels like to enter the affiliate industry as a new publisher, why most affiliate managers missed the opportunity she represented early on, and what brands who did show up early gained because of it. The conversation covers the mechanics of Cubbi's verification model, why the parent demographic is unlike any other in consumer marketing, and what the affiliate channel still gets wrong about the publisher relationship.

Talking Points Include:

• What Cubbi actually is and why the parent lifecycle is a marketer's playbook in a way that student discount platforms are not
• The outreach reality nobody talks about: Olivia contacted a thousand brands before launch. Around thirty said yes. What those thirty did differently that made them irreplaceable partners
• How Dragon's Den changed everything overnight, from word-of-mouth pockets across the UK to a nationwide spike in downloads and credibility that no paid campaign could have bought
• Why Olivia screens every inbound brand enquiry personally and the red lines that will get a brand turned away regardless of budget

Listen to Find Out More About:

• The exact moment Olivia decided Cubbi needed to exist, standing at a coffee shop counter on maternity pay and doing the mental arithmetic
• What brands Olivia singles out as genuinely getting the parent audience right, and what they are doing that others are not
• How Matthew from Cashblack supported Olivia at the moment she was closest to walking away, and why that kind of peer support matters more than people admit
• The expansion plan for Cubbi, what comes after nailing the UK, and which markets are already asking when they are next
• Why not everyone needs to understand what you are building, and how that mindset shift changes how you show up as a founder
• What the Dragon's Den investment from Susie Ma has meant practically for the business beyond the headline number

Key Segments of This Podcast and Where You Can Tune In to Go Direct:

[07:25] The scrappy startup reality: a thousand outreach messages, thirty brand partners, and what the ones who said yes understood that the others missed

[13:00] How Cubbi verifies users, why the verification model matters to brands, and the difference between targeted reach and spray-and-pray traffic

[15:37] Dragon's Den: why Olivia went on the show at nine months pregnant, what happened when the episode aired, and what a nationwide audience spike looks like on a growth map

[19:00] What the industry gets wrong about new publishers and why the affiliate channel is more transactional than it needs to be

Call to Action

A big thank you to Olivia for sharing her story so openly. If this episode has made you think differently about how your program handles early-stage publishers, that instinct is worth acting on.

KonverJ works with brands and affiliate managers to audit partner recruitment and relationship strategies from the ground up. If you want to build a program that attracts the next Cubbi before the competition does,get in touch with the team here.

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The rules of discovery are being rewritten in real time. Here is what affiliate managers need to understand before the market moves on without them.

If you have been half-listening to conversations about AI search and hoping it will settle down before you have to do anything about it, this episode is your wake-up call. Reza Moaiandin, co-founder of SALT.agency, has spent 25 years watching the internet evolve from static HTML to generative AI. He joins Lee-Ann to cut through the noise on SEO, AEO and GEO, explain what the data from his clients is actually showing about shifting user behaviour, and give affiliate managers a clear-headed diagnostic for where to focus right now.

Talking Points Include:

• Why SEO, AEO and GEO are not three separate disciplines - and the crucial distinction between winning the click, being in the answer, and being part of the answer that every affiliate manager needs to understand right no
• The 20% tipping point that changes everything - Reza's research tracks the mass adoption rate of generative AI globally, and his data suggests the hockey stick moment is closer than most people think
• The collapsing customer funnel - how discovery, comparison, evaluation and shortlisting are now happening inside a single AI interaction, and what that means for the partner segmentation models affiliate programs still rely on

Listen to Find Out More About:

• Why Reza refuses to use keyword difficulty as a meaningful metric, and the specific example of a tiny B2B company that outranked international businesses for a keyword rated 99 out of 100
• The hidden technical trick using Cloudflare and server logs that lets you see which of your pages AI platforms are actually pulling, and what that tells you about how your affiliates' content is being used
• Why ChatGPT and Claude give different answers when Reza is asked to pick a favourite, and which one he recommends for affiliate managers specifically
• How the user journey is being compressed so that discovery, comparison and purchase intent are collapsing into a single AI interaction before a user even reaches your website
• The generational behaviour shift Reza is tracking using his father and his teenage nephew as a real-world test of when mass adoption has genuinely arrived

Key Segments of This Podcast and Where You Can Tune In to Go Direct:

[05:06] Reza breaks down the difference between SEO, AEO and GEO in plain language, and explains why confusing them leads affiliate managers to make the wrong budget decisions

[11:00] How the traditional customer funnel is collapsing inside a single AI interaction, illustrated with the running shoe example that makes the shift impossible to ignore

[20:40] The diagnostic Reza would run on any affiliate program today: where to start, what to fix first, and why fixing AEO and GEO before your SEO foundations are solid is a waste of time and budget

[24:44] The server log technique that tells you exactly which pages AI platforms are pulling from your site and your affiliates' content, and why most affiliate managers are not looking at this data

Call to Action

A big thank you to Reza for sharing his research and his thinking so generously. If this episode has made you question whether your current partner segmentation still reflects how your customers actually find you, that instinct is worth following up on.

KonverJ works with brands and affiliate managers to audit and rebuild partner strategies that are built for where the market is heading, not where it has been. If that conversation is timely for your program,get in touch with the team here.

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The diagnostic framework that 20 years of affiliate program management built - and why most programs are not broken, just badly diagnosed.

If your affiliate program is underperforming and you are not sure where to start, this episode will change how you think about the problem. No guest, no interview, just Lee-Ann, her two decades of affiliate marketing experience across e-commerce, SaaS, B2B, retail and iGaming, and the step-by-step framework she uses with clients to diagnose exactly what is wrong and what to fix first. This is one of those episodes you will want to listen to with a document open and a pen in hand.

Talking Points Include:

• Why fixing everything at once is the fastest way to fix nothing -- the triage mindset borrowed from medicine that stops affiliate managers from burning through resources on the wrong problems at the wrong time
• The five vital signs of an affiliate program and how to read them -- from active partner rate to communication cadence, the diagnostic checks that give you a clear picture of program health before you touch a single commission rate
• The four root causes behind almost every underperforming affiliate program -- and why each one requires a completely different prescription

Listen to Find Out More About:

• The efficiency logic behind why one focused priority per month beats a 20-point action plan every time
• How to use conversion rate by partner type to spot traffic that looks good on paper but is costing you money
• The void and reversal rate threshold that signals something is seriously wrong with either traffic quality or your returns process
• Why tracking problems are the silent killer of affiliate programs, and the one test you should run this week if you cannot remember when you last did it
• The three honest truths Lee-Ann shares at the end of the episode that rarely get said out loud in affiliate marketing

Key Segments of This Podcast and Where You Can Tune In to Go Direct:

[01:00] Why most underperforming affiliate programs are not broken, just badly diagnosed, and the triage mindset that changes how you approach a fix

[04:14] The five vital signs of affiliate program health and how to read each one using data you already have access to

[13:25] The four root causes behind underperformance and the specific prescription for each one

[18:08] How to build a triage action plan using the one priority, one metric, four weeks rule

[21:49] The three hard truths about affiliate programs that do not get said often enough, and what acting on them actually looks like

Call to Action

If this episode gave you a clearer picture of what is holding your program back, the next step is making sure you have the right support around you. The KonverJ Agency works with affiliate program managers and brands who are ready to stop guessing and start building programs that perform. Find out how we can help at https://www.konverj.io/ and start the conversation.

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The coaching framework that helps affiliate managers navigate commercial conflict, set boundaries, and lead with confidence even when the conversation gets uncomfortable.

If you have ever walked into a partner meeting already dreading it, or sent a reactive email on a Friday evening and regretted it by Sunday, this episode is for you. Tara Alvarez Garcia, performance and leadership coach with over 15 years in marketing and commercial roles, joins Lee-Ann to break down why difficult conversations go wrong, and what you can do differently before you even open your mouth. From handling underperforming affiliates to managing burnout in a permanently switched-on industry, this is the practical coaching session affiliate managers rarely get.

Talking Points Include:

• The one mindset shift that changes every difficult conversation -- why reframing from "you versus the problem" to "we versus the problem" transforms the tone before anyone has said a word, and how proper preparation makes difficult meetings far less daunting
• Why being always on is not a strength, it is a liability -- how the pressure to respond instantly to Slack, WhatsApp, and emails is quietly eroding performance, and the practical techniques Tara uses with senior leaders to reclaim thinking space
• The difference between managing and leading in affiliate marketing -- using the engine and the driver analogy, Tara and Lee-Ann unpack why technical competency gets you to manager level but an entirely different skill set is required to lead a team or a partner program effectively

Listen to Find Out More About:

• Why Tara recommends using AI tools like ChatGPT to role-play difficult conversations before they happen, and exactly how to prompt it to push back on you
• The three practical leadership principles Tara leaves listeners with, and why they apply at every level of the industry
• What Tara does when a coaching client comes to her already at rock bottom, and why she gets better results from the ones who arrive before the crisis hits
• The special offer Tara has put together exclusively for listeners of this episode, and the link where you can claim it
• Why the affiliate manager skills most at risk from AI are not the ones people think, and which human capabilities are genuinely irreplaceable

Key Segments of This Podcast and Where You Can Tune In to Go Direct:
[02:45] The managing versus leading distinction explained: the engine gets the car moving, but who decides where it goes?

[06:25] How to enter a difficult commercial conversation prepared, collaborative, and clear on the outcome you actually want

[08:40] What to do when the conversation heats up: the case for controlled silence and slowing down before reacting

[13:00] Why thinking time is not a luxury in a leadership role, it is the job, and how to carve it out in a reactive industry

[18:30] Tara's blueprint for handling any difficult conversation, walked through step by step

Call to Action
Thanks to Tara Alvarez Garcia for such a grounded and genuinely practical episode. Tara has put together an exclusive offer for listeners, including a free downloadable blueprint for handling difficult conversations and a limited number of discounted one-off coaching sessions. You can access both athttps://tyscoaching.com/affiliate-marketing-podcast.

If your affiliate program needs more than a listening session, the KonverJ Agency team works directly with brands to build, audit, and scale affiliate programs. Find out how we can support you athttps://affiversemedia.com/Konverj.io

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From Casino Dealer to iGaming Exit: What Hustle Actually Looks Like
You've heard people credit their success to luck. Karolina Pelc doesn't buy it. The founder of BeyondPlay, who built and sold her gaming software startup to FanDuel in 2024, traces every "fortunate" moment back to a decision, a risk, or a leap taken before she felt ready. In this episode, she joins Lee-Ann to talk about building a business in a male-dominated industry, the lessons that only come from failing, and her new book Her Play, which challenges the narrative that success is something that happens to you.

About Karolina Pelc

Karolina Pelc has spent over 20 years in gaming, starting as a casino dealer in Poland before working at London's most prestigious clubs and spending three years on cruise ships. She moved into online gaming as it was emerging, held roles across marketing, product, and business management, and was part of the LeoVegas team during its most exciting growth phase. She went on to found BeyondPlay, a software-as-a-service company specialising in multiplayer and jackpot products, which was acquired by FanDuel in February 2024. She now mentors early-stage founders and has channelled her journey into her debut book, Her Play, which publishes on 9 June in the UK & Europe and on 8th September in the USA & Canada.

Talking Points Include:

• Why luck is a byproduct of motion, not a personality trait — the phrase at the heart of Her Play, and why Karolina developed it in response to a question she kept getting asked after the sale
• What a cruise ship taught her about multiplayer gaming — and why the product idea she eventually built and sold wasn't random at all
• The three moments she knew she had outgrown the room — from leaving a cruise ship job without a plan, to founding a startup in a 43-square-metre apartment during COVID lockdown
• How failure compounds into advantage — why the jackpot product that got BeyondPlay acquired only existed because the original product wasn't getting traction fast enough
• Building confidence in a male-dominated industry — Karolina's honest take on gender dynamics in gaming and the startup investment world, and why she sees her experience as a superpower rather than a disadvantage

Listen to Find Out More About:

• What Karolina actually took away from her two visits to Necker Island, and how the experience shaped the book and her decision to mentor founders
• How she navigated the identity crisis that came after selling BeyondPlay, and what helped her work out what she wanted to do next
• The specific moment during COVID that convinced her to found the company rather than take a permanent job, despite every rational signal pointing the other way
• Why she believes your past experience is never a liability, and how that thinking connects directly to what affiliate managers do every day
• The five key takeaways Lee-Ann pulls from the conversation — including a fifth one Karolina adds herself, live on mic

Key Segments of This Podcast and Where You Can Tune In to Go Direct:

[01:38] Karolina's introduction and the story behind HerPlay — from land-based casino dealer to iGaming exec to founder

[05:37] "Luck is a byproduct of motion" — where the phrase came from and what it actually means in practice

[18:15] The three defining leaps in Karolina's career, and what finally made her take each one

[25:00] Necker Island, Richard Branson, and the full-circle moment that launched the book

[32:00] Lee-Ann's four-point summary — and Karolina's fifth, which might be the best of all

Send me a text with your questions