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Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
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Affiliate Marketing 2023

Stretching the Funnel to Find Growth

About This Report
One of the oldest advertising channels on the internet continues to expand, attempting to break through from its current marginal position.
Table of Contents

Affiliate marketing remains on the margins of the digital ad ecosystem. But as new brands engage, the space is beginning to leave behind its reputation as a bottom-funnel, low-value spending channel.

Key Question: What is pushing affiliate marketing closer to the bigger digital ad budgets its proponents covet?

KEY STAT: Agencies have convinced clients that affiliate marketing can be used to drive results up and down the funnel—a significant win for a channel typically viewed as performance-focused.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

19expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Why does affiliate marketing matter to the media ecosystem?
    3. A lackluster start to the year
    1. Affiliate’s prospects vary drastically by subchannel
    2. Five trends shaping the future of affiliate marketing
    3. What do these trends mean for you?
    1. Insider Intelligence Interviews
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Mike Balducci
    General Manager
    Interviewed September 26, 2023
    Ian Brodie
    Interviewed September 28, 2023
    Michael Cole
    Executive Vice President, Marketing
    Interviewed September 15, 2023
    Tye DeGrange
    Round Barn Labs
    Founder and CEO
    Interviewed September 19, 2023
    Darin Dolan
    LaRue PR
    Senior Director, Affiliate Marketing
    Interviewed September 22, 2023
    Benjamin Faw
    Interviewed October 4, 2023
    Alexandra Forsch
    President, Americas
    Interviewed September 22, 2023
    Jaclyne Franciscone
    LaRue PR
    Chief Strategy Officer
    Interviewed September 22, 2023
    Christie Frazer
    Global Vice President, Affiliate Marketing
    Interviewed October 6, 2023
    Matt Gilbert
    Interviewed September 22, 2023
    Mayuresh Kshetramade
    Interviewed October 5, 2023
    Lynda Mann
    Co-Founder and COO
    Interviewed September 27, 2023
    Shep McAllister
    Associate Director, Partner Development
    Interviewed October 4, 2023
    Michael McNerney
    Martech Record
    Interviewed September 29, 2023
    Tricia Meyer
    PMA Executive Director
    The Performance Marketing Association
    Interviewed September 27, 2023
    Emma Grace Moon
    Praize Studio
    CEO and Founder
    Interviewed September 14, 2023
    Matthew Simonides
    Horizon Media
    Group Director, Affiliate Marketing
    Interviewed September 14, 2023
    Matt Stein
    Co-Founder and Chief Revenue Officer
    Interviewed September 14, 2023
    Adam Weiss
    Weiss Digital Consulting
    Founder and CEO
    Interviewed September 14, 2023


    Max Willens


    Vladimir Hanzlik
    Executive Editor
    Evelyn Mitchell-Wolf
    Senior Analyst, Digital Advertising & Media
    Tracy Tang
    Senior Researcher
    Paul Verna
    Principal Analyst
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