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Affiliate Marketing Industry Employment Flat in 2024, Google’s ambivalence blunts planning efforts, platforms and agencies show modest growth

Jun 1, 2024 by Michael McNerney

Employment in the partnerships and affiliate industry grew just .003% in the first five months of 2024, according to a new analysis from Martech Record’s data and insights unit. The analysis, which uses proprietary data and methodology to collect, categorize, and review company employment data, compares staff levels by partnership employer type and location over time. The data show uneven growth among partnership sectors.  


Key Takeaways: Overall, affiliate marketing budgets grew about 3% in the first five months of the year, but affiliate publisher hiring remained flat partly due to Google ambivalence.  

  • Affiliate industry employment grew by only .003% in the first five months of 2024. 
  • While the industry suffered several layoffs at top companies, modest employment gains at other companies evened out losses.
  • Employment among publishers that drive significant revenue from affiliate was flat (0.19%), likely reflecting how Google’s lack of consistency and leadership impact the industry.
  • Affiliate Platforms added 317 jobs, growing 3.40% with relatively even growth amongst platforms. 
  • OPMs (affiliate agencies) grew at a similar rate to affiliate platforms, reflecting their interdependence. 



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