Top Affiliate Marketing Trends and Insights: April 2021

By the final quarter of last year, the affiliate sector showed significant progress, putting the pandemic behind. Revenue and EBITDA improved for all operators in the Affiliate Monitor, except for Acroud. The growth achieved by top-performing affiliates, Better Collective and Raketech, was largely due to strategic acquisitions made in the previous year. Better Collective’s acquisition of Atemi Group for €44 million instantly boosted their business, enabling them to surpass Catena Media and become the market leader in the fourth quarter. Raketech’s acquisition of Lead Republik in early 2020 proved fruitful by the end of the year, while their buyout of American Gambler in November is expected to have a delayed impact on their results. On the other hand, Acroud, a historically slower performer, aims to reverse its fortunes through mergers and acquisitions. The company has already embarked on an acquisition spree this year and has signaled more to come. After a two-year period of minimal consolidation activity, Catena Media is also considering M&A, as mentioned during its fourth quarter conference call. However, the effectiveness of this strategy in regaining its market-leading position remains uncertain.