Answering the Perennial Debate: Do Affiliates Drive Incrementality
Written by Edward Chaput de Saintonge on
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Incrementality and its interpretation has become our own Tower of Babel – the term is applied differently depending on the situation. Affiliate marketing itself is a catchall term for a wealth of performance-based partnerships (large and small) and changes in the terms of these relationships impact publishers depending on their specific exposure to each advertiser and their interpretation of value. The age old incrementality debate is certainly not unique to affiliates, but it’s one where subjective opinion can be most impactful, with the cost of getting it wrong detrimental to one of its unique qualities – diversity.
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