Observed Signal · Jul 28, 2026 · Newsletter · Source: Hello Partner · Impact: 2/5 · Sentiment: Neutral
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.
Relevant industry newsletter highlighting affiliate segmentation in MMM and coverage of the APMA AI report; informative for practitioners but not a platform policy change or major industry-shifting event.
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Key Takeaways & Evidence Grounding
- 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.
- James Bentley, author of the APMA AI report and Chair of the APMA AI Taskforce, said AI represents the “next major evolution.”
- Jordan Riggon, Head of Affiliates at adstrong, shared insights from adstrong's Affiliate CSS Playbook, which the newsletter states has contributed to billions in order value generated from Google Shopping.
Connected Companies & Entities
2 Entities mapped“Speaking to Phyllis Marcus, Vice President at the National Advertising Division (NAD) of BBB National Programs, about whether consumers will...”
“In this session, Jordan Riggon, Head of Affiliates at adstrong and leading figure in CSS, shares insights behind billions in order value gen...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Affiliate Reframes Selling Point in AI Era
Hello Partner's 23 June 2026 newsletter covers how affiliate marketing is repositioning amid AI and LLM disruption. It includes an interview with OpenAttribution Director Alex Springer on treating affiliate as a set of distinct channels that tie influence to measurable outcomes, coverage of Adtraction's acquisition of Affiliate Future and the establishment of a new UK organisation, and analysis of retail media and affiliate convergence. The newsletter highlights industry events (IPX, Partnership Day, Creatorfest) and publisher responses to LLMs, and reports that the Affiliate & Partner Marketing Association (APMA), led by founder Kevin Edwards, is launching a survey into the impact of Marketing Mix Modelling (MMM) on affiliate budgets and channel perception.
Publishers Are Brands Too — Stand Out in MMM
The article warns that wider adoption of Marketing Mix Modeling (MMM) risks affiliate programmes being lumped into a single channel and undervalued, which can lead brands to switch them off. Using a real-world example of a client who turned off an affiliate programme (managed via Skimlinks) and then reopened it less than two months later after losing sales, the author argues publishers (cashback sites, closed user groups, national newspapers) should be treated as distinct brands. The piece recommends greater segmentation of affiliate partners, deeper understanding of top partners' audiences, and offering incrementality tests to prove value and avoid top-line cuts driven by MMM outputs.
Affiliate Marketing Should Report Deterministic and Influence Metrics
Hello Partner's newsletter covers CreatorFest takeaways and argues for reshaping affiliate measurement. In an Industry Voice column, Brook Schaaf proposes affiliate reporting include two numbers: deterministic tracking (clicks, coupons) and a contribution/influence metric (AI-inferred or uncredited touch points), citing platforms like Partnerize and impact.com. The newsletter also highlights interviews with Partnerize leaders, discusses creator-to-business trends, and flags fraud risks: Annabel Gray warns digital ad fraud is costing the industry over $100 billion this year and outlines compliance checks (publisher performance monitoring, brand-bidding controls, and third-party network reviews). Additional pieces reference research from Reward Gateway | Edenred on affiliate-driven incremental revenue and sessions about creators scaling as businesses.
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