Communities, creators, and connection are the keys to success for brands looking to generate sales on TikTok in 2022.

With US digital ad spend projected to increase nearly 15% this year, brand partnerships can be a valuable component of the marketing mix. Transformational partnerships, in particular, power growth opportunities with many distinctive benefits.

Marketers are willing and waiting for the perfect opportunity to optimize relationships with publisher partners. Watch as Partnerize’s Maura Smith, CMO, and Mary Anzalone, vice president, product, take us through the channel’s addressable market, its capabilities today, and what lies ahead.

Business-to-consumer executive marketers plan to increase partnership channel investment by 65% this year, as marketers increasingly understand the power and value of partnerships within a broader ecommerce strategy.

Affiliate, or partner marketing, has become more important to both advertisers looking to drive actions and publishers trying to diversify revenue streams. Adam Ross, CEO at affiliate marketing firm Awin, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss how the market has evolved over the past two years, why practitioners are looking for more standardization, and how advertisers and publishers are working together.

Rather than risking the high up-front fees of a campaign, affiliate channels can serve as a low-risk means of testing influencers for marketing partnerships.

Creators have never been hotter: Social platforms want them, and marketers want to work with them. The creator economy is offering up new or improved opportunities for creators to make money outside of brand partnerships. So, where does that leave brands?

Ecommerce monetization opportunities for publishers are expanding. Publisher revenues from ecommerce now include commissions and fees generated from affiliate or partner marketing content, curated ecommerce marketplaces, and branded merchandise.

Here’s how publishers are developing and expanding their ecommerce monetization strategies, and how brands and retailers can partner with them to drive purchases in the affiliate channel.

Originally built to attribute compensation on last click, affiliate technology is evolving toward more sophisticated monetization, such as a pay-for-outcome model that rewards influencers for their role in the consumer journey.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Pepperjam CMO Maura Smith. Maura dove into the company’s recent survey results from top marketers to level-set the perceptions of affiliate marketing and the proven value the channel consistently brings.