The affiliate industry is nuanced. There are many players, layers, and moving parts. While some of these nuances are what make the affiliate model unique and valuable, such as connecting compensation to outcomes, there are others that are less desirable. Here are three dangers of affiliate marketing to look out for.
When the parent company of an affiliate network also buys one of the largest affiliates in the space, it raises a lot of red flags and also leads to an important question: Is an affiliate program and its data the property of the retailer, the affiliate and/or the network, and who can it be shared with?
Answering that question requires creating more transparency in the affiliate industry. For many retailers that means transitioning from Generation 1 to Generation 2 affiliate programs and ensuring that, first and foremost, their best interests are being represented.