Webinar Replay: Publisher Landscape in an AI Affiliate World
FollowThe PMA recently hosted a webinar entitled “Publisher Landscape in an AI Affiliate World: Emerging Recruitment and Partnership Strategies.” This webinar was produced by the PMA Publisher Recruitment and Education Council.
The webinar video is now available for replay (Linkedin and YouTube).
Key Takeaways:
- Publisher Evolution & Intersection: Publisher categories are increasingly overlapping (e.g., deal sites shifting to loyalty, incorporating in-person events), blurring traditional channel boundaries.
- Traffic Diversification Strategy: Publishers are actively reducing reliance on Google organic search by leaning into social commerce, Reddit, Discord, email, and communities.
- Flexible Commissioning Models: Standard one-size-fits-all commissions are giving way to value-based approaches, clickless attribution, multi-touch payouts, zero-click KPIs, and flat fees.
- Modernized Discovery & Recruitment: Recruitment is expanding beyond standard affiliate networks toward non-traditional creators and newsletters, supported by AEO/GEO discovery tools and LLMs.
- Adapting to AI & Answer Engines: With AI Overviews and LLMs impacting last-click attribution, publishers are tracking citation metrics/Share of Voice, entering LLM strategic partnerships, and buying ads within answer engines.
- Supporting Partner Success: Affiliate managers must provide tailored content assets, flexible payment structures, and ongoing education to help publishers navigate platform and algorithm updates.
Panelists:
- Nikki Yorgiadis, Gen3 Marketing (Council Chair)
- Teresa Grammatke, eAccountable
- Karen Garcia, Lab6 Media
- Dan DeSilva, Affiliate Marketing Partners (AMP Consulting)
- Tricia Meyer, PMA (Moderator)
Thank you to everyone who participated–our panelists and our viewers who interacted live.
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Tricia Meyer is an attorney and affiliate marketer. She is the founder and owner of Helping Moms Connect as well as the current Executive Director of the Performance Marketing Association. She is the co-owner and primary white wine drinker of the Wine Club Group.
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