The global search landscape has undergone a profound transformation in the last eighteen months, redefining how consumers discover products and services online. For decades, Google’s dominance was nearly absolute, secured through exclusive browser agreements and default placements on mobile devices. These arrangements channeled over 90% of global search traffic through Google, limiting options for both consumers and brands.

Recent regulatory rulings have challenged this monopoly. Governments worldwide have acted to end exclusive default agreements, requiring Google to share search index data with qualified competitors and enabling a more open market. Alongside these changes, Google’s increased focus on paid search has raised costs and diminished the quality of organic results, creating openings for alternative search experiences.

This shift has led to a surge in traffic from independent browsers, AI-powered search engines, and next-generation distribution channels, now accounting for over 25 percent of global queries—a level of diversity unseen in two decades.

Shopnomix helps brands navigate this evolving landscape by enabling them to cast a wider net. Through our Pronomix platform and Shopnomix channels, we provide automated bidding technology that unlocks incremental cost-per-click opportunities outside Google’s ecosystem. This means brands can extend their visibility to where today’s consumers are actively searching and shopping—opening incremental traffic streams that were previously inaccessible.

As search options expand, taking a broader approach will reveal new opportunities for brands to connect with modern buyers across emerging platforms and drive growth. To learn how Shopnomix can help you beyond the traditional search landscape.

As the search environment grows more varied, taking a broader approach will reveal new opportunities to connect with consumers and drive growth. To learn how Shopnomix can help you fish beyond Google for incremental traffic, reach out to start a conversation.

The 2025 holiday season reflects a growing economic divide. Rising inflation and SNAP benefit changes continue to tighten budgets for millions of Americans. At the same time, a substantial group maintains strong spending power. This split is reshaping shopping behaviors and requires brands to rethink how they engage consumers.

The Holiday Shopping Divide: Who’s Buying and Who’s Budgeting?

Retail spending remains solid, with forecasts expecting total holiday sales near $1 trillion and continued growth in online commerce driven by mobile devices. But beneath the headline numbers are two very different consumer realities.

Middle- and higher-income households are increasing their holiday budgets, often focusing on premium categories such as apparel, beauty, and general merchandise. Surveys show these consumers plan to spend more despite economic uncertainty.

In contrast, lower-income families, especially those impacted by SNAP benefit reductions and rising food prices, face tighter budgets. Research highlights rising food insecurity and reduced discretionary spend among this group. Yet, holiday giving remains a priority, leading these consumers to rely more on discounts, delayed purchasing, and flexible payment options like Buy Now, Pay Later.

Together, these trends create “Two Holiday Americas”… one marked by financial caution and constrained budgets, the other by more traditional or aspirational shopping. Brands that recognize this divide and adapt will connect more effectively.

Different Shoppers, Different Motivators

Deal Seekers prioritize savings. Most consumers actively seek coupons, cashback, and deals, with nearly 25 percent of online sales using discount codes, especially in apparel, beauty, and general merchandise. They often start shopping early to take advantage of promotions.

Premium and Aspirational Shoppers focus on quality, exclusivity, and experience. Influencer endorsements, limited editions, and AI-driven recommendations influence their purchases. Many combine in-store browsing with online buying, using loyalty benefits and personalized offers.

How Retailers Respond: Tactics Reflect Economic Realities

Retailers use deep discounts, dynamic loyalty rewards, and extended promotions to appeal to deal seekers. Flexible payment and fast delivery options support cautious consumers.

Premium brands invest in influencer marketing and experiential events to build trust and exclusivity. AI and conversational commerce help offer early, personalized discovery to aspirational shoppers.

Shopnomix’s Approach: Connecting Brands to Both Segments Through Intent-Driven Commerce

In a holiday market divided by economic realities, reaching the right consumers at the right moment is more important than ever. Shopnomix’s platform specializes in intent-driven marketing—connecting brands with shoppers who are actively demonstrating purchase intent early in their journey.

For budget-conscious consumers, Shopnomix delivers placements on deals and coupon sites, loyalty portals, and cashback platforms. These channels attract shoppers explicitly seeking savings and value, helping brands capture incremental sales from an audience that might be missed through typical search or social ads.

For premium and aspirational buyers, Shopnomix offers AI-powered answer engines, influencer-amplified content, pre-search tiles, and app preloads. These placements engage consumers who are exploring brands and products with genuine interest, often before turning to traditional search engines or marketplaces.

By leveraging exclusive inventory combined with proprietary data signals of shopping intent—such as browsing behavior, loyalty program activity, and purchase signals—Shopnomix enables brands to target audiences precisely. This targeted, intent-driven approach means advertisers can avoid wasted spend, reduce competition with their own campaigns, and maximize incremental revenue across all consumer segments.

What Brands Should Do This Holiday Season

To succeed, brands should:

• Segment audiences and tailor messaging for deal seekers and premium buyers.
• Use Shopnomix’s placements to reach consumers where they discover and shop.
• Offer dynamic, personalized incentives to boost engagement.
• Continuously monitor and optimize campaigns in response to consumer behavior.

The Net Gain

The economic divide shaping the 2025 holiday season presents clear challenges, but also distinct opportunities. Brands that recognize the “Two Holiday Americas” and tailor their strategies accordingly can connect with consumers more effectively and drive meaningful incremental growth.

By leveraging intent-driven marketing platforms like Shopnomix, advertisers gain the ability to reach both budget-conscious deal seekers and premium shoppers with precision and relevance. This approach minimizes wasted spend and competition within saturated channels, delivering new customers and higher returns.

The net gain is stronger marketing performance, deeper customer relationships, and a competitive edge in a complex market. As you plan for the holidays, embracing this nuanced, data-driven strategy will position your brand to win—no matter which side of the divide your customers fall on.

As retailers gear up for the crucial Q4 period, adapting to value-seeking consumer behaviors becomes paramount. From October to December, shifts in buyer psychology – marked by increased price sensitivity, deal intent and sense of urgency – present an opportunity to engage ready-to-buy shoppers. By strategically leveraging bottom-funnel partners such as deals, coupons, cashback and cart-adjacent placements, brands can capture this demand without compromising integrity.

Why Q4 Buyer Psychology Favors Value Signals

During Q4, holiday-focused consumers prioritize value, which can be signaled strategically without eroding brand standards. With November and December mapping to around 19% of annual retail sales, it’s imperative for brands to capitalize on this peak shopping period. The 2024 U.S. holiday retail sales reached a record $994.1 billion, showing the significant revenue potential this season brings. For brands, this means embracing strategic value signaling to maximize sales without eroding brand standards.

The Case for Controlled Bottom-Funnel Partners

Integrating bottom-funnel tactics requires a calculated approach. By examining factors such as brand risk, margin effects, and audience alignment, brands can engage in value signaling that enhances consumer engagement without descending into indiscriminate discounting. A notable 54% of shoppers typically buy gifts on sale, highlighting the efficacy of well-executed promotional strategies.

Editorial + Bottom-Funnel: A Two-Track System

Deploying a dual strategy that combines editorial commerce content with conversion-focused partners ensures a seamless path to purchase. The editorial track primes the audience with engaging content that inspires and informs, while bottom-funnel partners complete the conversion journey. This synergy enhances the consumer experience from discovery to acquisition, capturing value at every touchpoint.

Guardrails That Protect Margin and Brand

Implementing safeguards, such as audience-specific offer tiers, frequency caps, and rigorous UTM management, protects against margin depletion while maintaining brand image. Careful management of promotional codes and creative standards ensures that value signals encourage purchases without diluting brand perception.

The Net Gain

Q4 presents a powerful opportunity to harness strategic bottom-funnel partnerships that bolster conversions while maintaining brand integrity. By combining data-driven insights with precise execution, brands can achieve significant net gains during this critical shopping season. Engage with Shopnomix to tailor a Q4 strategy that maximizes your performance metrics and strengthens brand loyalty.

By Amélie Chagnon
Global Head of Advertising Partnerships & Performance Media

Although I’m relatively new to the industry, one thing jumps out immediately: affiliate marketing is in a trust crisis. Too many publishers have leaned on tactics that brands view as non-incremental or flat-out non-compliant. Think brand-bidding on search terms, running ads that compete directly with the brand’s own campaigns, or sneaking coupon placements into programs while presenting them as true upper-funnel drivers. These shortcuts might deliver quick wins, but over time they chip away at confidence across the entire ecosystem. The reaction was predictable. More and more brands and agencies now demand full visibility into every traffic source and every tactic so they can take back control.

What started as a reasonable reaction is now becoming a push for accountability which now puts the most diligent players in a tough spot. The bad actors have effectively penalized the good ones, forcing them to choose between protecting the trade secrets that keep them competitive and meeting a rising demand for transparency.

The Challenges of Transparency

Radical openness sounds noble, but for affiliates who actually play by the rules it’s far from simple. The industry has moved well past the days of dropping a static link in an article and sharing a URL. Modern placements are dynamic, on-demand, and powered by technology, which is far too complex to reduce to a neat report without losing context or exposing the trade secrets that make them work.

Give a client a raw feed of traffic data and two things often happen. First, early results get misread as underperformance, leading to premature cuts on channels that might have matured into top converters. Second, a client might believe they can bypass a managed source altogether, overlooking the optimization and safeguards that keep quality high. Add to that a familiar double standard: when traffic is low, we’re pushed to drive more, and when it’s high, we sometimes find ourselves questioned for delivering it. The same results that spark celebration one week can trigger scrutiny the next.

And perhaps the biggest unspoken risk can’t be captured in any metric. After investing time, money and experimentation to find what works, publishers face the very real possibility of being cut out altogether when a brand decides to “go direct” and build its own relationship with a placement that was proven successful by the affiliate in the first place. Years of effort can vanish overnight if transparency turns into a blueprint for disintermediation.

Aligning with Industry Standards

During partner discussions, the importance of navigating these transparency expectations must consistently be emphasized. It’s critical to acknowledge that even leading companies, such as Google, maintain confidentiality regarding most aspects of their placements. By aligning with these industry standards, relationships built on trust and mutual understanding can be fostered.

At Shopnomix, we’ve learned that transparency works best when it’s structured. We group traffic into clear categories and share performance analytics inside secure frameworks. This gives partners real insight and the ability to opt out of sources they’re uncomfortable with, while protecting the years of testing and relationships that make those sources work. It also creates flexibility. Many clients who initially decline a category later see its value and ask to turn it back on.

Each placement category can also be commissioned at a different rate based on its incremental value. This way, brands can align spend with performance and reward the channels that truly drive new growth, without forcing publishers to give away the details that power their results.

Educating Clients on Transparency

Transparency fundamentally fosters trust through accountability and competence. Shopnomix takes pride in its relationships with renowned brands like Amazon and Walmart. These partnerships are built on mutual accountability and a shared commitment to success, ensuring alignment with client objectives. By diligently monitoring performance metrics, integrity is upheld, and a dedication to ethical practices is reaffirmed.

The conversation surrounding transparency involves more than just sharing data; it encompasses an educational endeavor. Equipping clients with the knowledge to appreciate the balance between transparency and the protection of sensitive information remains a priority. Through workshops and discussions, clients are actively engaged to clarify performance data’s significance. This proactive approach helps cultivate partnerships rooted in trust and collaboration.

The Net Effect

As we navigate the complexities of transparency in affiliate marketing, we encourage our clients to engage in meaningful, ongoing discussions about their needs. They should feel confident that while we safeguard certain proprietary information, their interests remain our top priority. Our goal is to empower clients to achieve their objectives while maintaining the high quality and integrity that define Shopnomix.

If you would like to learn more about the unique approach at Shopnomix or have any questions, please reach out.

At Shopnomix, we built our business on one simple principle: results should come before spend. That’s why our entire model is CPA (cost-per-acquisition). No flat fees, no minimums, no “pay and pray.” If you win, we win.

But to understand why CPA is poised to explode in the next wave of digital marketing, it helps to step back and remember where our industry has been.

A Short History of Digital Pricing Models

In the late 1990s and early 2000s, search wasn’t king. Portals like Yahoo! dominated the web, and the real money was in display advertising led by banners, buttons and rich media. The dominant metric was CPM (cost-per-thousand impressions). Marketers paid for eyeballs, not outcomes.

Then, after Google’s IPO in 2004 (at a humble $90 a share), the economics of digital advertising flipped. Google’s CPC (cost-per-click) model showed brands they could pay for performance instead of exposure. Efficiency skyrocketed. Why pay for impressions that didn’t move the needle when you could pay only for clicks?

It was the start of a performance revolution. Suddenly, advertisers weren’t just hoping their message would land, they could now track whether or not it did.

Fast-Forward to 2025: CPC Hits Its Limits

Two decades later, CPC feels like old news. Clicks are harder to come by, competition has driven costs up, and the rise of conversational search and AI-powered answer engines means users often find what they need without clicking anywhere.

If you’re a brand heading into Q4 2025 counting on Google clicks, you’d better have a backup plan. Because when AI delivers an answer directly, the click disappears, making the CPC model start to look shaky.

CPA: A Pricing Model Built for the AI Era

This is where CPA comes in. Merchants already prefer it because it aligns spend with success: you pay a commission only when you make a sale or acquire a customer. It’s clean, accountable and sustainable.

Even more importantly, CPA fits the AI landscape perfectly. AI engines are designed to provide the right answer, the right link, and drive the right action. Attribution will flow directly from these actions, making CPA not just efficient but inevitable.

In other words: just as CPC was the leap forward from the CPM “pay and pray” era, CPA is the leap forward from CPC in a zero-click, AI-powered world.

A Bold Prediction

We believe CPA adoption is about to skyrocket. In fact, we’re betting that in the next two years, CPA will displace more than $150 billion out of a $600 billion digital ad market. That’s more than a tweak at the edges, it’s a seismic shift.

Why? Because the economics make too much sense. AI, creators and new commerce channels are all converging around outcomes, not impressions. The platforms that cling to CPM or CPC will look increasingly outdated. The ones that embrace CPA will own the future.

Shopnomix: Built for What’s Next

Unlike platforms that demand $20K+ test budgets just to get started, Shopnomix works purely on CPA. Not only do we shoulder all the risk, we take on tests and grow new brands others won’t even consider. We do this because we believe in the model — and because we believe the market is about to prove us right.

History has shown us this pattern before. Yahoo! gave way to Google. CPM gave way to CPC. Now, CPC will give way to CPA. The future of digital marketing is performance, and at Shopnomix, we’re already there.

Want to talk about what this shift means for your brand? We’d love to brief you.