🎙️ Watch the full podcast episode on YouTube:
https://www.youtube.com/watch?v=7XYs-WUmOaw

 

In the latest episode of Revenue Optimization,  Artem Butov, CEO of Marksel, discusses the evolution of affiliate marketing, the growing role of API tracking, the impact of AI on campaign management, and the challenges facing affiliate networks today.

 

If you don't have time to watch the entire interview, we've prepared a summary of the key insights below.

From Pixel Tracking to API Tracking

According to Artem, affiliate marketing has already gone through several stages of tracking evolution.

 

In the early days, pixel tracking was the industry standard. However, changes in browser policies, cookie restrictions, and platform requirements have significantly reduced its effectiveness.

 

Direct-link tracking became the next step, offering a simpler way to track traffic and conversions. Today, API tracking is gaining popularity as a more advanced solution.

 

Unlike traditional tracking methods, API integrations allow businesses to collect, process, and manage data directly. This gives advertisers, affiliate networks, and media buyers greater control over their traffic flows and monetization strategies.

 

As Artem notes, API tracking is particularly common in verticals such as Forex, CFD, Crypto, Dating, Nutra, Sweepstakes, and Lead Generation.

Why Data Ownership Matters

One of the key advantages of API-based infrastructure is the ability to own and manage customer data.

 

Instead of simply sending traffic to an offer, businesses can build additional marketing processes around collected leads, including email marketing, remarketing activities, and further monetization opportunities.

 

According to Artem, affiliate marketers are increasingly moving beyond traffic acquisition and focusing on how to maximize the value of collected data.

The Future May Be More About AI Than API

While API tracking is becoming increasingly important, Artem believes that artificial intelligence may become an even bigger transformation for the industry.

 

He describes a future where marketers can automate many routine tasks involved in campaign management.

 

For example, instead of manually creating tracking links for different traffic sources, marketers may eventually be able to generate campaign structures automatically through AI-powered systems.

 

Although this level of automation is not yet a reality, Artem sees it as a natural direction for the industry.

Starting an Affiliate Business Is Harder Than Ever

Another important topic discussed during the podcast was the growing difficulty of launching affiliate businesses.

 

According to Artem, competition has increased significantly over the last five years. New market entrants face higher traffic costs, stronger competition, and more complex technical requirements than before.

 

As a result, successful affiliate operations increasingly depend on technology, automation, and operational efficiency rather than simply gaining access to traffic sources.

Affiliate Networks Must Deliver More Value

Despite increasing competition, affiliate networks continue to play an important role in the ecosystem.

 

However, Artem believes that networks need to offer more than basic brokerage services.

- Additional value may come from:

- Exclusive offers

- Special traffic caps

- In-house products

- Smart optimization tools

- Advanced tracking infrastructure

 

The ability to provide unique opportunities for affiliates remains one of the key factors for long-term growth.

Traffic Sources Continue to Change

The discussion also touched on the instability of modern traffic sources.

 

According to Artem, platforms such as Google, Meta, and SEO channels are becoming increasingly challenging due to constant algorithm updates and policy changes.

 

This creates additional pressure on marketers to optimize every stage of the funnel and maximize the value of each visitor.

The Growing Importance of Traffic Quality

One of the strongest points from the conversation was the distinction between fraud traffic and low-quality traffic.

 

Artem emphasized that not every poorly performing campaign should automatically be classified as fraud.

 

In many cases, traffic simply may not match the advertiser's product, offer, or conversion flow.

 

For affiliate networks and advertisers, the key challenge is continuously monitoring data, analyzing feedback, and understanding whether traffic quality issues are caused by fraud or by a mismatch between traffic and offer.

Margins Are Getting Tighter

The podcast also highlighted a broader trend affecting the affiliate marketing industry.

 

As competition increases and acquisition costs rise, profit margins are becoming smaller across many verticals.

 

This places greater importance on optimization, data analysis, and operational efficiency.

 

Businesses that can better understand their traffic and automate decision-making processes are likely to remain competitive in the years ahead.

Final Thoughts

Affiliate marketing is moving toward a more data-driven future.

 

API integrations are becoming increasingly important for businesses that want greater control over traffic and lead management. At the same time, artificial intelligence is expected to automate many of the manual processes that currently consume marketers' time.

 

As Artem Butov explains, success in modern affiliate marketing depends not only on acquiring traffic but also on managing data effectively, maintaining traffic quality, and continuously optimizing performance.

 

For affiliate marketers, networks, and advertisers, these capabilities may become critical competitive advantages in the coming years.