Affiliate Roundup: Open Web Losing Ground, Earned Media Shifting Income for Influencers, YouTube Launches Interactive Shoppable TV Ads

This week in FMTC’s Affiliate Roundup: The open web is losing to Google and Meta, requiring a rebrand to stay competitive in digital ads. Brands are turning to earned media for authenticity, but it makes influencers’ income less predictable. YouTube’s new interactive product feed lets viewers shop directly from TV ads.

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• The open web is losing ground to walled gardens like Google and Meta, and may need a strategic rebrand to highlight its value and stay competitive in the evolving digital ad landscape.

• Brands are leaning into earned media like organic mentions and unboxings, boosting authenticity but making income less reliable for influencers.

• A recent Belgian court ruling declared IAB Europe’s Transparency and Consent Framework (TCF) illegal under GDPR, citing issues with transparency, valid consent, and accountability in data sharing.

• Affiliate marketing has shed its second-tier status to become a core digital strategy, driven by performance-based goals, better tracking, and the rise of micro-influencers.

• The PMA’s 2025 whitepaper challenges traditional attribution models, advocating for a multi-touch approach that recognizes affiliates’ influence throughout the customer journey, not just at the point of sale.

• Excessive reliance on AI in content creation can dilute a brand’s unique voice, weakening customer trust and brand identity.

• YouTube has introduced an interactive product feed for shoppable TV ads, enabling viewers to browse and purchase products directly from the TV screen using their remotes and smartphones.