Affiliate Roundup: AI and Voice Search Reduce Traditional Traffic, Google Enables Fingerprinting for Tracking in 2025, PMA Announces Officers, & More

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

This week in FMTC’s Affiliate Roundup: AI and voice search are on track to reduce traditional traffic, boosting reliance on paid ads. Google enables fingerprinting for tracking in 2025, raising privacy concerns. The Performance Marketing Association (PMA) has announced its officers for 2025.

• Later acquired social commerce startup Mavely on January 6, 2025, for $250 million to expand its e-commerce and influencer marketing capabilities.

• Google will allow advertisers to use fingerprinting for user tracking starting February 2025, sparking criticism for its privacy implications as it replaces third-party cookies.

• The rise of AI and voice-activated search technologies is diminishing website traffic from traditional search engines, prompting marketers to increasingly rely on paid advertising to drive user engagement.

• Google’s new AI tool, Deep Research, synthesizes product information and recommendations, potentially disrupting the affiliate marketing model by reducing user reliance on traditional affiliate sites.

• The Performance Marketing Association (PMA) has announced its officers for 2025.

• In 2025, affiliate marketing will focus on resilience, publisher diversity, optimizing coupon strategies, video content, influencer collaborations, and prioritizing long-term customer value.

• Martech Record’s “TopList: 30 People You Should Know in 2025” highlights influential figures shaping the future of marketing and technology.

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