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Affiliate Roundup: PMA Highlights Coupon Publishers’ Role in E-Commerce, X Sees Higher Mobile Spending Despite User Decline, UK Publishers Demand Accurate Tracking, & More

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The Most Interesting Happenings in Affiliate, in 7 Articles or Fewer

This week in FMTC’s Affiliate Roundup: The PMA’s whitepaper explores coupon publishers’ impact on affiliate marketing, using 2024 data and emerging e-commerce trends. Despite a 13% drop in daily users, X saw higher mobile consumer spending in January 2025. UK publishers call for accurate tracking in 2025 to ensure fair compensation.


• The PMA’s latest whitepaper examines the significant role of coupon and deal publishers in affiliate marketing, incorporating data from the 2024 shopping season and exploring new e-commerce trends that leverage deals and coupons.

Rightlander acquires Mitigatr to expand its global compliance solutions in affiliate marketing and iGaming.

• Button’s CRO sees retail media as key to boosting commerce marketing revenue.

• Apogee Agency critiques GA4’s attribution flaws, citing sampling errors, last-click bias, and limited channel integration.

• Despite a 13% decline in daily active users in January 2025 compared to the same period last year, X experienced a significant increase in consumer spending on its mobile platform. 

ShopMy raises $77.5 million in Series B funding to expand its influencer marketing and affiliate campaigns into new categories and international markets.

• UK publishers are urging advertisers to address tracking issues in 2025, emphasizing the need for accurate tracking to ensure fair compensation for publishers.

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