Affiliate Roundup: Awin AI Tracking, AppDirect Buys PartnerStack, Google AI Max Search

This week in FMTC’s Affiliate Roundup: Awin doubles down on U.S. expansion with AI-powered tracking to recover lost revenue. AppDirect acquires PartnerStack to build an end-to-end partner ecosystem platform. Google accelerates its shift to AI-driven search advertising with the rollout of AI Max and the sunset of legacy tools.

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• Awin is investing millions in U.S. growth, using AI-driven tracking tools to combat attribution gaps and has already recovered $578M+ in partner revenue.

• AppDirect acquired PartnerStack to unify partner management and marketplace tools, building a full-stack platform to drive partner-led growth and compete in an AI-driven, distribution-first B2B landscape.

• Google is rolling out AI Max for Search and phasing out legacy tools like Dynamic Search Ads, shifting advertisers to AI-driven targeting, creative, and automation to match evolving search behavior.

• Amazon is investing another $5B in Anthropic, deepening ties as the AI firm commits $100B+ to AWS to power its models with massive cloud and chip infrastructure.

• The PMA is inviting brands and agencies to participate in a new industry survey focused on AI, attribution, and partnership practices, with anonymous submissions open through May 31, 2026.

• eBay is partnering with Meta’s new affiliate program, letting creators tag listings directly in Facebook content to drive social commerce, boost seller reach, and earn commissions on purchases.