Category: In the News

This article was first published by Digiday sibling Modern Retail

In the last few years, affiliate marketing has become more competitive, causing brands to get more creative in their quests for influencers their competitors may not have already tapped.

In turn, unexpected pairings are emerging: Mattress brands are teaming up with athletes and apparel brands are partnering with dancers, as companies rethink what a successful influencer strategy looks like. According to a 2024 Glossy+ Research Influencer Index, brands are also trying to diversify the people they work with, including partnering with creators outside of their categories to showcase products. 

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This week’s Media Briefing looks at publishers spending more to win back readers as search referrals slip and AI eats clicks, leaning on ads, arbitrage and AI-boosted marketing to stay visible.

• Some publishers worry the free traffic era is diminishing, so they’re turning to paid audience acquisition tactics to keep audiences coming
• Axel Springer CEO looks for his next deal, The New York Times introduces a vertical video feed and more.

The era of readers coming to sites for ‘free’ is ‘diminishing’

It’s getting harder for publishers to get traffic from organic search. For some publishers, that means they have to spend more money to get people to come to their sites, through paid audience acquisition tactics – like ads to promote their content – and traffic arbitrage.

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