Key takeaways from the RevWise Podcast with Linda O'Connell

RevWise offers a popular and highly entertaining podcast on our industry, featuring guests with expert perspective on the issues and opportunities facing us today. A recent podcast conversation with Linda O'Connell, CJ SVP UK and Ireland, offered a thoughtful look at where we’ve come from as an industry, and where performance marketing is. And just as important, what it takes to be a leader in our uniquely dynamic industry. Here are some highlights that capture the substance of that conversation for marketers, brand leaders, and anyone watching the affiliate space.

Affiliate is a Strategy, Not a Channel

One of Linda's central messages is that affiliate marketing has outgrown its traditional definition. She described affiliate as a performance discipline that touches every stage of the consumer journey, amplifying other marketing efforts rather than operating in isolation. For brands still measuring affiliate by last click alone, she suggested that view leaves significant value on the table.

The more useful frame is connected commerce, where affiliate sits alongside paid media, social, and direct channels and contributes to a broader picture of customer acquisition and retention.

The Explosion of Publisher Types

Linda traced the evolution of the publisher mix from a relatively narrow set of “last moments” partners two decades ago to today's diverse ecosystem of content sites, influencers, card-linked offers, tech publishers, creators, social commerce, and loyalty platforms. That diversification, she noted, is largely driven by consumer behavior.

Shoppers want third-party verification before they buy, and publishers have found innovative ways to reach them across channels and devices. Networks continue to invest in publisher development teams to identify new partnership models, vet quality, and help brands work with partners in ways that go beyond a simple commission structure.

Content Commerce and the AI Moment

Content publishers came up repeatedly as one of the most consequential forces shaping the channel. Linda observed that content commerce now accounts for a substantial share of revenue for major publishing houses, and that the trend is accelerating as large language models reshape how consumers discover products.

CJ research indicates that a significant majority of citations appearing in LLM-driven shopping searches come from content publishers already active on brand affiliate programs. That dynamic creates a clear opportunity for brands to think about generative engine optimization alongside traditional SEO, and to work with content partners and creators on visibility within AI-driven discovery.

Tracking Beyond the Last Click

The conversation also touched on CJ solutions for TikTok Shop and Amazon marketplaces. Linda emphasized the need to meet consumers where they actually shop, even when that means crediting transactions outside a brand's owned site.

CJ’s Customer Journey Insights reporting that captures all touchpoints, including upper-funnel content interactions, helps brands understand the true contribution of each partner. That visibility is particularly valuable when influencer teams and affiliate teams within the same brand are working with overlapping creators on different commercial models.

Leadership, Culture, and Career Longevity

Linda spoke openly about her own career path, including the practical realities of raising three sons while progressing into senior leadership. Her reflections on so-called imposter syndrome, the importance of having aa full life and interests outside work, and the role of supportive managers offered grounded advice for anyone navigating a long career.

She defined leadership as guiding with empathy, kindness, and authenticity, while still having the difficult conversations that help people grow. Her recognition as Affiliate Woman of the Year 2025 by Affilifest, and selection as a Performance Marketing Awards Industry Icon, reflected both her outstanding career success and commitment to mentorship.

Reputation and the Path Forward

Linda acknowledged that affiliate still carries reputational baggage in some quarters, an issue the Affiliate and Partner Marketing Association (APMA) in the UK and the Performance Marketing Association (PMA) in the US are working to address. Her view, shared by many in the industry, is that the channel's continued diversification and quality improvements will gradually reshape that perception.

Brands willing to look past outdated assumptions, share data across channels, and partner closely with networks and agencies will find affiliate to be one of the more measurable and accountable parts of their marketing mix.

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This informative and entertaining podcast is now available. For marketers thinking through their performance strategy in 2026, the conversation offers a rich perspective from a leader who has seen the channel evolve from the inside and unique insight into where it is heading. Hear the entire podcast now by visiting the RevWise site and selecting your pod platform of choice.