BBB National Programs vs WFA

Can Affiliate Marketing Cut Through MMM Noise?

Hello Partner's newsletter (2026-07-28) discusses the role of affiliate marketing within marketing-mix-modeling (MMM) and argues for greater segmentation of affiliates so they are not grouped as a single label. The issue highlights broader industry conversations including an APMA AI report on commercial models in a clickless world, concerns about AI-generated influencers raised by Phyllis Marcus of the NAD at BBB National Programs, and practical affiliate tactics such as adstrong's Affiliate CSS Playbook for Google Shopping. The newsletter also features opinions from industry figures like Rachel Said, Niklas Schwake (Metapic), Jordan Riggon (adstrong), James Bentley (APMA), and Jari Boer.

• Hello Partner published a newsletter on 2026-07-28 covering affiliate marketing, MMM, and industry insights.
• Columnist Rachel Said argued affiliates should be segmented in MMMs so specific partners driving volume are identified and not dismissed when grouped under a single label.
• Phyllis Marcus, Vice President at the National Advertising Division (NAD) of BBB National Programs, said consumers should not be misled about who or what is speaking and should not be misled about product efficacy when it comes to AI-generated influencers.

AI Exposes Campaign Flaws, Not New Friction

In this opinion piece, Matthew Hill of Spark argues that AI is not the cause of operational friction in global marketing campaigns but rather exposes long-standing structural flaws. He cites that up to 80% of campaign friction stems from upstream issues like unclear briefs and shifting guidelines. Despite 88% of marketers using AI tools daily, only 24.2% of marketing workloads involve AI, indicating a gap between adoption and strategic integration. The article highlights the risk of generic creative output, with 51% of senior marketers fearing AI produces generic replicas, and cites System1 data showing AI-heavy campaigns score only 2.1 out of 5 stars. Hill introduces 'Bucket C' as the key to unlocking AI's value: using AI to connect workflows, data, and systems, rather than just speeding up tasks. He emphasizes AI governance, token cost management, and human oversight as essential. The piece is based on a closed-door Spark Conversations session and includes no breaking news but offers strategic insights.

• Up to 80% of campaign friction starts upstream in unclear artwork rules and incomplete briefs.
• 88% of marketers use AI tools daily, but AI is involved in only 24.2% of actual marketing workloads, per Duke University CMO Survey.
• 51% of senior marketers managing $141bn in ad spend fear AI produces generic creative replicas, per WFA and Cannes Lions survey.

X expands Gametime sports hub beyond NFL with MLB

X has announced the expansion of its 'Gametime' feature, a sports hub previously focused on the NFL, to include Major League Baseball (MLB). The new MLB experience, launching this month, will offer baseball fans postseason coverage, scores, stats, and real-time discussions. This move is part of X's strategy to attract advertisers by capitalizing on engaged sports audiences. The company plans to add more leagues, including the NBA, to make Gametime a year-round destination. The announcement comes after X's settlement with the World Federation of Advertisers (WFA) over an alleged boycott, as X seeks to rebuild relationships with brands.

• X expands its 'Gametime' sports hub to include Major League Baseball (MLB), starting this month.
• The MLB experience on X will offer postseason coverage, scores, stats, and real-time discussions.
• X plans to add more leagues, including the NBA, to make Gametime a year-round destination.

96% of major brands now use AI in marketing, WFA research finds

State of AI in Marketing 2026 shows AI moving beyond content into insights, media and strategy, with scaling and skills now the biggest challenges.