Affiliate Platforms are quietly rewriting the rules of Affiliate Marketing as advertisers demand cleaner attribution, creators ask for steadier income, and brands chase profitability in a crowded Digital Marketing landscape. The familiar “set a percentage, pay per sale” playbook still exists, but it’s being surrounded by Innovative Models that blend Revenue Share with subscriptions, hybrid retainers, tiered incentives, and even margin-aware payouts that respond to real business constraints. These shifts aren’t cosmetic. They change how Partner Programs recruit, how Commission Structures are negotiated, and how Marketing Technology teams instrument tracking so everyone trusts the numbers.

Acquiring new customers versus retaining existing ones is a common goal of advertisers. Google Ads offers account and bid settings to help. It starts with a feature called “New Customer Acquisition” in customer lifecycle optimization, located in the account-level goals section.

Advertisers can set an incremental conversion value for new customers. For example, if converting a repeat customer is worth $20, an incremental value could be $10, elevating new customers to $30.

Driving brand growth depends on getting more people to buy from your brand more often. In pursuit of this, there are often misconceptions and misinformation that focus wholly on customer retention/loyalty or customer acquisition. Across every brand/retailer and category Circana tracks, retention and acquisition are deeply connected. For brands to sustainably and consistently grow, they need to understand the driving forces behind consumer behavior, and more importantly, understand the complexities of modern consumers.

For the eighth consecutive year, NAPCO Research and BHN have partnered together to produce our marketing-leading report on the gift card industry. The good news is that overall, merchants’ scores improved year-over-year, with brands making significant improvements in their digital programs.

Inside this comprehensive benchmark report, we also reveal:

The ranking results of the 100 U.S. merchants’ digital gift card programs, including both purchaser and recipient experiences, based on 126 unique criteria

The busiest shopping weekend of the year has come and gone. Triple Whale tracked $2.9 billion in revenue to bring you the full story of BFCM 2025. In this report, we detail exactly how brands’ data-backed decisions played out.

What’s inside :

• Ad performance metric trends for major platforms like Facebook, Google Ads, Amazon, TikTok, and AppLovin

• Trends in ad spend across 15 industries, and how different industries invested in ad platforms to drive sales

In 2025, Buy-Now-Pay-Later (BNPL) has crossed over from an emerging payment trend to what can be reasonably considered core eCommerce infrastructure. Driven by exceptionally quick global adoption, BNPL gross merchandise volume is expected to exceed $560b this year, according to a 2025 report by Research and Markets. At this scale, it’s safe to call BNPL an expectation embedded in consumer purchasing behavior.

In today’s marketing world, every dollar needs to prove its worth. Gone are the days of fluffy metrics. Marketers are under pressure to show that campaigns drive customer acquisition, repeat purchases, and long-term loyalty.

That’s likely why Wyng has seen growing interest from retailers and brands who want to launch proof-of-purchase campaigns. These promotions reward verified buyers with sweepstakes entries, instant-win opportunities, digital rewards, or rebates that motivate customers to buy again and again.

AI is changing how apps grow. See where it adds value across the funnel, how to deploy personalization and automation, and how to measure impact in a privacy-first mobile ecosystem. Artificial intelligence (AI) and machine learning (ML) are becoming essential to mobile marketing. Growth teams face more data than they can manually process, user journeys that span multiple devices and channels, and rising expectations for relevant experiences. At the same time, privacy frameworks such as Apple’s App Tracking Transparency (ATT) and SKAdNetwork (SKAN), along with changing rules and regulations, e.g. the European Commission’s Digital Markets Act (DMA), have impacted  when and how marketers and developers can access user  data, making predictive modeling and the ability to gain insights from aggregated data sets critical to sustainable campaign optimization and performance.