Priority was given to the affiliate-media partnerships that have been popular in recent years. Happy Gilmore said it best: “Talk of your greatest backfires.” Overall, the results vary depending on which company you are dealing with. But the partnerships have been a disaster.
Since several years, affiliates have been promoting the advantages of such deals to mainstream media. Affiliates were able to bring in a lot of NDCs thanks to the reputation that legacy media websites had in search engines. This helped them improve their KPIs.
After 5 May these sites will no longer be found in searches. This has increased affiliates’ content, but they are now trapped in deals that look more and more like zombie deals. These deals can include eight-figure guarantees with highly unfavourable revenue splittings.
This is according to sources who are familiar with the situation. Google will not reverse its course to bring back these websites into search engine result pages (SERPs) even after cleaning up and removing content.
This raises the issue: Have the affiliates taken their share of punishment, or are they in for even more?
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