Asia Pacific has been slower to adopt affiliate marketing than the United States and Europe, but the region is gradually catching up as many brands and partners opt for a pay-on-performance approach, writes Stuart McLennan, senior vice-president for APAC at Rakuten Advertising.

Affiliate marketing has a reputation problem. If you think affiliate marketing is focused on discounts or less-premium brands, you are not alone. But the adoption and scale of the channel globally highlight the flaws in this way of thinking. Take Japan as an example; its sub-affiliate networks are well-established, with a projected value of affiliate marketing of $5bn by 2023

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