News Summary:
Anthony Clements, UK Country Manager at impact.com, stated on July 7, 2026, that the word "affiliate" now represents only a "small element" of the company's activities, reflecting the industry's shift from a "Search Era" to an "Answer Era." This follows comments made on July 6 by San Sareen, Regional Vice President (EMEA) at impact.com, who discussed "channel convergence" and the "collapsing marketing funnel," noting that a lack of data points and metrics primarily hinders convergence for brands, a problem technology can solve. These discussions occur as the industry observes trends like travel affiliate publishers, exemplified by Virgin Australia's partnership with Point Hacks, addressing booking hesitation to convert frequent flyer members into active bookers. Concurrently, Southeast Asia is navigating an AI-driven commerce era where consumers increasingly use tools like ChatGPT for curated brand recommendations before visiting websites. Earlier, on July 3, brands reportedly increased their adoption of influencer platforms with integrated affiliate tracking to achieve measurable sales from creators, seeking unified dashboards for discovery, content, links, and payouts.
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