Despite its uncomplicated value proposition, affiliate marketing is in a constant state of reinvention. Our survey of 1,378 US consumers about their attitudes toward advertising and privacy identified a number of trends that could shift the balance of power in affiliate.

Key Question: How do consumers encounter and view affiliate content, and how do they feel about it?

Key Stat: Less than half of millennials (45.3%) and less than half of Gen Zers (46.6%) said they have seen affiliate content on websites.