Affiliate Roundup: Brands Shifting from MLM to Affiliate Marketing, Affiliate Marketing Software Secures $216 Million in Investments, Brunner Acquires Rakuten Advertising’s Performance Solutions, & More

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

This week in FMTC’s Affiliate Roundup: Brands are shifting from MLM to affiliate marketing due to e-commerce growth, social media, and the need for a more cost-effective approach. Affiliate marketing software companies secured $216 million in investments from 2020 to 2022, highlighting the industry’s rapid growth and shift to performance-based strategies. Brunner has acquired Rakuten Advertising’s Performance Solutions, expanding its affiliate marketing services.

• Manny Medina, founder of Outreach, has launched Paid, a startup that assists AI agent companies in monetizing their services through innovative pricing and billing solutions.

• The Rakuten Advertising Dealmaker 2025 event highlighted key shifts in affiliate marketing, including site reputation abuse, browser extension controversies, rising ad fraud, and advancements in tracking, attribution, and regulatory recognition of cashback cookies.

• Brands are shifting from MLM to affiliate marketing due to e-commerce growth, social media influence, and the need for a more cost-effective, transparent, and consumer-friendly approach.

• Meghan Markle has launched a ShopMy page, sharing curated fashion picks with affiliate links, marking her latest business venture and allowing her to earn commissions from her style influence.

• Affiliate marketing software companies secured over $216 million in investments between 2020 and 2022, reflecting the industry’s rapid growth and the increasing adoption of performance-based marketing strategies.

• Brunner has acquired Rakuten Advertising’s Performance Solutions group, enhancing its digital media capabilities and establishing a partnership to offer affiliate marketing services.

• German media group Axel Springer is considering selling its affiliate marketing unit, Awin, valued at approximately €400 million, a move that could significantly impact the affiliate marketing industry.