Maura Smith, CMO at Partnerize, released an analysis on January 15, 2025, detailing a measurement crisis within the gift basket vertical. The data shows that discovery-phase publishers drive 1.92 times more sales than standard tracking models credit to them. Brands relying on last-click metrics currently underinvest in the partners that initiate the customer journey.
AI Impacts Research and Discovery
The rise of AI-powered search and "discovery-to-checkout" interfaces changes how consumers find products. Matt Gilbert, CEO at Partnerize, notes that as platforms like ChatGPT integrate advertising and Google expands AI Overviews, the path to purchase loses its linear structure. When a consumer asks an AI for a "sympathy gift" or "holiday basket," traditional content publishers become invisible to standard tracking pixels if the user interacts primarily with the AI interface.
For the gift basket industry, purchases often tie to specific dates or sentiment-driven searches. This lack of visibility damages the vertical. When measurement fails to account for the research phase, advertisers risk cutting budgets for content creators who catalyze the intent to buy.
Measurement as Core Infrastructure
Measurement must become core infrastructure for affiliate programs. As publishers negotiate controls over how AI models use their content, affiliate managers must adopt tracking solutions that account for influence beyond the final click.
Technological shifts in search and a valuation gap currently threaten partner diversity. If invisible influence remains unmeasured, high-value publishers may exit the space or pivot away from performance models. This leaves brands with a less effective marketing mix.
Multi-touch Attribution Protects Partner Diversity
Brands can combat these measurement challenges by moving toward multi-touch attribution or bespoke commission structures. Certain publishers generate nearly double the sales visible in legacy reporting. By acknowledging this, affiliate managers justify higher payouts or fixed-fee placements for top-funnel content creators. This shift maintains the ecosystem as AI redefines the digital storefront.
Affilitizer Editorial Team
This article was created with AI assistance and editorially reviewed.
