An affiliate agency is a services business that manages an advertiser's affiliate program on their behalf – recruiting publishers, negotiating commission terms, running promotions, and reporting on performance – typically operating on top of one or more affiliate networks rather than replacing the tracking infrastructure itself.
Instead of hiring an in-house affiliate manager, an advertiser engages an affiliate agency, which recruits 40 new publishers in its first quarter and negotiates exclusive placement deals, while the underlying tracking still runs through the advertiser's existing network.
Agencies bring existing publisher relationships, category expertise, and dedicated time that an in-house team – often juggling multiple channels – may lack. For advertisers without a dedicated affiliate hire, an agency can move faster on recruitment, negotiation, and program optimisation than a generalist marketing team.
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