Explainer
What Does an Affiliate Marketing Agency Do?
In brief: an affiliate marketing agency helps a brand plan, launch, manage and grow partnerships with publishers, creators, loyalty partners, content sites and other performance-based partners.
Typical responsibilities
These can include programme strategy, network setup, publisher recruitment, onboarding, commission planning, promotional calendars, partner activation, transaction validation, compliance, reporting and performance optimisation.
What should go beyond administration?
A specialist agency should create a route to growth: identifying partner gaps, developing high-value relationships, improving commercial terms, testing incrementality and connecting affiliate activity to wider ecommerce objectives.
When might a brand use one?
Common triggers include launching the channel, limited internal resource, stalled growth, international expansion, a need for specialist publisher relationships or a requirement for more sophisticated attribution and reporting.