10 years on the market: the hidden rules of affiliate marketing

This year, C3PA is celebrating its 10th anniversary, which is a great opportunity to invite the team for an interview. Founder Artem and CEO Alex talked about how the affiliate marketing industry has transformed, what key changes await the market in the next five years, and why the team and partners remain C3PA’s greatest asset.

How has affiliate marketing changed in 10 years?

Artem: Over the past 10 years, the profile of the internet user has changed dramatically: they have become smarter and more demanding. As a result, margins have fallen significantly in many verticals, both for those who generate traffic and those who monetize it.

At the same time, the influence of AI has grown rapidly. Artificial intelligence has opened up a new ocean of opportunities: from generating content of any format to creating completely different approaches to product development. Today, humans and AI are increasingly interacting and merging into a single ecosystem. It is no coincidence that almost every second new product on the market is somehow related to AI.

Alex: The industry has changed dramatically. Whereas affiliate marketing used to be a relatively narrow niche, today it is a huge global market that continues to grow. It is immediately apparent how AI is changing approaches to work in the industry: there are more products and more publishers who know how to work with them and generate quality traffic.

I would also like to note the growth in the scale of conferences and media. Five to seven years ago, there were only a few popular conferences “with a name” during the year, but today there are dozens of them, and the level of organization is truly impressive.

As for traffic, new sources are constantly appearing. We are seeing a new round in the development of influencer marketing, while some formats, such as chat traffic, have almost disappeared and are unlikely to return anytime soon. Entirely new verticals have been added: crypto, e-commerce, astrology, swipes, and others. In other words, the industry has become more diverse, dynamic, and technological, and in my opinion, this is only the beginning.

What are the main challenges facing the market today? How do you see the affiliate marketing market in 5 years? What key changes do you expect?

Alex: Today, the market is facing a number of challenges. Old approaches are quickly losing their effectiveness, and competition is only growing. There are still many problems with scams and fraud, plus not all advertisers are approaching product development correctly: from landing pages and payment solutions to working with the audience. There are also classic problems: payment delays, difficulties with turnover for buyers, and, of course, difficult communication between advertisers and affiliates. And entering the niche without knowledge is virtually impossible today.

Looking at the near future, I see overall market growth and an even greater role for technology. AI is already influencing processes, and this trend will only intensify. New verticals will emerge, social networks with their algorithms will become even more involved, and automation of analytics and the development of API solutions will become the norm. In other words, the market will become more technological, more demanding, but at the same time more mature.

How did the idea to create a CPA network come about? What was the moment when you realized you wanted to launch your own project?

Artem: I started my career in the media industry back in 2007. I worked with classic advertising and a mix of media (TV, online, radio, billboards, press, radio, and many other niche media). And I quickly realized the main thing: in this model, it is impossible to accurately measure the result. Let’s face it, no one can say how many people actually saw a billboard or made a purchase after watching a TV commercial. With CPA, everything is different. Here, you immediately see the results and bring the client a specific lead who is interested in the product. It’s a completely different level of work and analytics. When a user finds “their” product and gets even one step closer to their satisfaction, I feel that I am on the right track.

It became clear that the future belongs to performance marketing. That is why, back in 2015, my partners and I launched our own affiliate network. That is how C3PA was born.

How did C3PA start, and what were the most difficult challenges at the beginning?

Artem: We started with banking products and the financial vertical, and two years later we added dating and igaming. These verticals became the foundation of our business and remain key to this day.

We started with virtually no capital. The first few years were devoted entirely to accumulating working capital, literally step by step. That’s why I understand how difficult it is to build a business from scratch. That’s why we value our partners so much and support those who have chosen this difficult but interesting path.

I am convinced that if you have an idea, a mission, and a goal, then you don’t need investment at the start. It will be needed later, when the time comes to scale up your success.

What has been the main driver of the company’s growth?

Artem: The main driver of growth has always been the people around me. They share the values of the company, not my personal values, but the values of the business as a separate “living organism.” I love this company and help it grow, like a child who learns and becomes stronger every day. Our top managers have been with me for years. They are my inspiration and my lifeblood.

Of course, I’ve had to change the team. But those who are meant to be with you stay. And they are the ones who make the company what it is. Mine have been with me for many years.

How many people are on the team now? How do you define a “strong team” and how do you shape the internal culture?

Alex: We currently have more than 70 people in our holding company, and I am pleased that every year our team grows and develops both quantitatively and professionally.

For me, first and foremost, a “strong team” is about organization, responsibility, and mutual assistance. When everyone in the team knows what is expected of them, understands deadlines, and knows how to manage their time properly. This is the key to success.

Internal culture begins at the interview stage. It is important for us to understand whether the candidate’s values, temperament, and worldview match those of the team. People must be on the same wavelength and create the right atmosphere. It is mutual assistance, working towards results, and moving together towards a common goal that helps the team grow. These principles help newcomers (of whom we have many, as we try to nurture talent ourselves through three years of training projects) adapt more quickly. Experienced colleagues not only achieve results but also enjoy the work process.

What distinguishes C3PA from other CPA networks? What principles in cooperation with partners remain unchanged regardless of scale or market?

Alex: Of course, first of all, I want to highlight the work of our managers: 24/7 support, understanding of trends and the market, high-quality analysis of statistics, understanding of client needs and pain points, as well as the ability to become not only a personal manager but also a true friend. All of this is extremely important for every partner. I would also like to emphasize the relevance of our showcase of offers and traffic sources that we offer to advertisers. On the one hand, we are constantly filling the database with offers that convert best: exclusives, in-houses, and the best conditions. On the other hand, we can always select the optimal traffic source that will bring excellent results.

Of course, the issue of payments is always a priority for partners, and here we are as flexible as possible in terms of both variety and frequency. The main principle of interaction with partners, which is the most important and fundamental for me, is that every manager on our team must clearly understand the partner’s request and process it with the highest quality. Only when we receive all the key information about what we are working with can we show the best results.

Name 5 things you are particularly proud of over the past 10 years.

Artem: It’s hard to pick just five. After all, over the past 10 years, there have been at least a few dozen. We work hard, constantly looking for new areas of development and contributing to the growth of the industry. And, of course, we help Ukraine and the army. What could be more important today?

C3PA recently updated its identity. What is behind these changes?

Alex: We have really changed over the past 10 years, and it’s time to show that to the market. Updating our identity was a logical step for us, summarizing these changes. With the new design, we wanted to convey what C3PA is today: confidence, speed, maturity, and trust. It is no longer a young company just trying its hand, but a strong player that knows exactly where it is going.

For me, identity is not just about colors or a logo. It’s about ensuring that our approaches and values are reflected in every detail. We held internal strategy sessions where we worked with the team to define which values are truly key for us and how this is communicated to the outside world. We wanted our partners to look at us and immediately understand that this is a company with which they can build long-term relationships. And we wanted the team to be proud of the brand they represent every day.

In addition to rebranding, you launched Marksel. How did the idea come about? Was it a response to market demand or a strategic move? What problem does it solve and what role does it play in the development of C3PA?

Artem: Yes, that’s right, Marksel has become a product that accumulates our experience and approaches that have proven their effectiveness over the long term. It’s a completely different approach to building a business in affiliate marketing. Marksel is not just a tracker for clicks and conversions with different reporting formats. Step by step, it is turning into a hub for all market players: an infrastructure solution for building business processes, optimizing costs, and managing teams using AI to make the right decisions faster. The goals are ambitious, there is still a lot of work to be done, but we have never been afraid of that.

Today, Marksel will be useful for those looking for an alternative to classic SaaS solutions for launching affiliate programs. We have modern architecture, a convenient and intuitive interface, useful features for working with traffic and custom smart links. In addition, we offer unique API software that allows you to work with API traffic, build cascades, and various monetization models. This significantly expands the horizons of interaction between affiliates and advertisers.

What would you like to say to your partners who have been with you for 10 years? And what advice would you give to those who are just starting out?

Alex: Firstly, I want to thank them for their trust at the beginning of our work. Secondly, I want to thank them for helping us build a real partnership. It is actually a difficult, long, and sometimes even exhausting process. If we collected all the stories we’ve been through, we could write more than one book. However, we won’t do that because we signed an NDA 🙂

I would advise new partners to always start with market and trend analysis, as well as carefully checking the reputation of the network you plan to work with. In our niche, this is extremely important because everyone knows each other here, and trust is built over years. We are always happy to see you here: our support, responsibility, and ability to work with partners are backed by decades of experience and a team of true professionals.

What personally motivates you to keep moving forward after 10 years in such a dynamic niche?

Artem: First, I am motivated by every successful case, new sale, or positive review. This confirms that our path is one of mutual benefit and genuine partnership.

Second, even failures provide tremendous motivation. Every challenging situation is a business school that, when handled correctly, raises you to a new level.

Third, I am driven by the freedom that business gives me: to make decisions, move around, and achieve more. I see no limits because there is always room for improvement and growth. And the most important thing is to know that you can grow yourself and make the world around you better.