Are you over-reliant on one partner type?

Our research shows that leading brands build ecosystems with 3-4 diverse partner types—not just one. They engage creators, publishers, affiliates, and advocates to reach customers across the entire journey.
Is your partner strategy diverse enough to compete?

Partner types brands currently work with:

Invest for performance, not just presence

74% of brands generate 11-30% of their total revenue from affiliate marketing. Yet budget allocation varies wildly—from minimal investment to partnership-centric strategies. Our research reveals the sweet spot where most successful programs land, and how company size impacts partnership investment strategy.

Percentage of total company revenue generated from affiliate marketing

AI isn’t optional anymore, it’s essential

97% of brands and 96% of creators are already using AI in their partnership programs. If you’re not, you’re already behind. Our research shows which AI applications are driving real results—and how different partner types are using automation to scale performance.

Artificial Intelligence (AI) in affiliate marketing

Why 6 in 10 brands are tapping into creators to go beyond awareness

59% of brands plan to allocate at least 25% of their affiliate budgets to creator partnerships. Creators are becoming a major line item in performance marketing. Our research reveals the budget benchmarks and how investment in creators breaks down by market.

Understanding partner value beyond last click

94% of brands are experimenting with or planning to adopt alternative attribution models within the next year. Last-click is officially on its way out. Our research reveals where the industry is headed with measurement—and why early movers have a window to gain competitive advantage.

Sales attribution models