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“When I think about DTC companies that are raising VC dollars, they are funneling a huge majority of that money back to Facebook and Google,” says House of Wise’s founder, Amanda Goetz. “We’re at this inflection point of e-commerce where I truly believe people are the distribution channel. We are turning to humans over brick-and-mortar and paid ads... See more

However, the companies that benefited the most from these improvements aren’t the underlying technology providers – it’s the affiliates themselves. Credit Karma and Honey are the two headliners (both were acquired earlier this year), but other successful companies leveraging an affiliate marketing model include Ebates (acquired for $1B by Rakuten i... See more

The majority of Glossier’s influence referral comes from their blog while the majority of Kylie Cosmetic’s influence referral traffic comes from Jenner’s Instagram and Youtube accounts. While Jenner’s influence is currently stronger, Glossier owns their influence plane.