Affiliate Publisher Landscape 2023 (April, 2023)
What types of publishers make up a portfolio for affiliate ...
Key Takeaways
Recently, Martech Record hosted a webinar (write-up, recording) with leading publishers and subnetworks to discuss their relationships and the value they deliver to one another. The session was one of our most popular, so we are following up with advertiser and agency perspectives.
Subnetworks have been part of the affiliate ecosystem since the beginning. Originally developed to make it easier for brands and publishers to do business, subnetworks have evolved considerably and offer more varied value propositions today. According to the Performance Marketing Association Affiliate Marketing Survey, subnetworks represent 12% of total category investment and are growing even faster than the industry average.
We spoke with a broad range of brand and agency industry experts to understand the value that subnetworks deliver and what’s great and not-so-great about working with them.
Brands gave two main reasons why they choose to work with subnetworks: convenience and access to publishers that either don’t work directly or are too niche to justify direct relationships.
Program Convenience and Speed-to Market