In this issue, we take a deep look at the affiliate market. We examine the massive deal that Better Collective made with The Action Network as well as the super affiliates’ re-gearing of assets.
Better Collective’s massive deal with Action Network was the biggest affiliate news in the last few months. The deal is notable not just because it’s the biggest in affiliate history, but because at least some affiliates are interested in the convergence of media and sports betting.
It remains to be determined whether other affiliates follow BC’s lead, but there’s no doubt that rivals have also returned to the M&A scene, as demonstrated by Catena Media, a longtime US leader, acquiring Lineups.com.
After climbing to the summit of the market in the fourth-quarter of 2018, Catena overtook Better Collective again in the 1st quarter of 2021.
Aside from deals, affiliates have been focusing on the quality of the content they produce.
Google has changed its algorithm, and many of the biggest players in the industry have revamped their content. They are trying to get back into the good graces of Google.
Others have continued to pivot towards paid media. At least, they’ve done so more than before, in order to gain some immunity to future organic changes.
The results show that this has a somewhat negative impact on the margins.
Stephen Carter
Editorial director, iGB
