The latest edition includes interviews with Quantum, Catena Media, Adthena and Bet MGM.
Issue 6 of Affiliate Leaders magazine tackles some of the biggest challenges facing affiliates including Google’s black box, measurement beyond click-through rates and surviving the AI evolution.
In the cover story, editor Jyoti Rambhai, speaks to Quantum’s chief marketing officer James McCarthy on how the company is rewriting the performance marketing playbook.
McCarthy discusses the strategy behind Quantum’s rebrand from QiH Group and bringing its technology operations in-house to offer greater control and flexibility as they expand to offer services beyond the igaming sector.
The rise of chatbots like Google’s Gemini and OpenAI’s ChatGPT has seen the traditional search model change significantly. Affiliate marketers that once relied so heavily on paid and organic SEO practices are now having to look beyond the last click.
But that’s not a bad thing, Pierre Cadena from Catena Media tells Fernado Noodt Molins. He argues that the value now is all about incrementality and multi-touch attribution.
The other model affiliates have become obsessed with is player lifetime value. While it can be a good measure of success, Christian Lee delves into whether changing player behaviour, bonus abuse and wavering operator-affiliate relationships is threatening this model.
And that’s just the tip of the iceberg. For ‘affiliate anatomy’, Sarah Sabo, from Bet MGM, talks about her experience working as an affiliate marketer in travel, wellness and tech; Affiliate Leaders’ Ellen Jennings-Trace takes a look at why esports is an untapped opportunity for advertisers; and Denise Cornelissen from RTB House ranks her top five marketing tools in ‘Tech stack audit’.
If you are interested in getting involved with Affiliate Leaders or have some news to share, get in touch with the editor, Jyoti Rambhai ([email protected]).
