The Affiliate Hypothesis - by Brook Schaaf (Paperback)

Book Synopsis

Turn Every Commercial Link into Revenue

Despite processing billions in transactions, affiliate marketing remains misunderstood and underutilized. Many advertisers leave money on the table by ignoring this performance-based channel, while content creators miss opportunities to monetize the value they generate.

The Affiliate Hypothesis: Universal Link Monetization to Save the Open Web presents a bold vision: the Affiliate Hypothesis argues that every commercially relevant link should generate fair compensation for the creator who shared it.

Inside, you will discover:

• How affiliate marketing compares to walled gardens and programmatic advertising
• Why traditional media buyers overlook this channel
• How to evaluate platforms, networks, and affiliate types
• What separates high-performing programs from mediocre ones
• How AI and zero-click search will reshape digital marketing.

Written by an industry pioneer with experience spanning Zappos, Shoes.com, Edmunds.com, the Performance Marketing Association, the agency Schaaf-PartnerCentric, and FMTC, this book provides the knowledge advertisers, agencies, and creators need to capture the full value of their commercial content.

Review Quotes

"Brook Schaaf gives us a road map for content monetization through affiliate marketing that applies to countless individuals and companies. Be prepared to take notes as you read this book. Brook shares fantastic insights into affiliate marketing that will help anyone from a teen trying to monetize their videos on the FYP on TikTok to a Fortune 500 CEO."
-- Shawn Collins
Co-founder, Affiliate Summit

"Brook Schaaf puts a bold new spin on affiliate marketing's role in the digital economy. His book is an accessible read that reminds us why performance-based advertising remains the best dollar-for-dollar channel most marketers still underestimate. The Affiliate Hypothesis helps answer some of the most pressing questions in digital marketing today: Why is affiliate still stuck at the kids' table--and how do we finally change that? An absolute must-read."
-- Todd Crawford
Co-founder & VP of Strategic Initiatives, impact.com

"Brook Schaaf has long been one of the true north stars in affiliate and performance marketing--a leader who not only champions the industry but actually expands the way others see it. In his new book, he connects the dots across adtech, partnerships, and brand trust in a way that makes the big picture both exciting and actionable. The Affiliate Hypothesis is a timely reminder that affiliate isn't just a channel--it's an ecosystem shaping how brands grow and build credibility. Brook's perspective is invaluable for anyone serious about understanding where digital growth and trust truly intersect."
-- Tye DeGrange
CEO, RoundBarn Labs

"Brook offers a delightful overview of affiliate marketing--guiding readers through key tradeoffs so they can make smart decisions when starting, running, or joining affiliate marketing programs."
-- Ben Edelman
Independent researcher and consultant

"Brook is uniquely realistic and remains optimistic in his approach to affiliate marketing as a channel for growth. His hypothesis in this book tells that story! He has a commonsensical approach to embracing and understanding the affiliate industry not only in how it successfully operates but how it also applies in our everyday life!"
-- Lee-Ann Johnstone
Founder, KonverJ.io

"Brook Schaaf combines his extensive knowledge of affiliate industry history with a forward-looking business acumen, making The Affiliate Hypothesis an engaging read for anyone who wants to better understand the landscape."
-- Tricia Meyer
Executive Director, Performance Marketing Association

"Sure to be a page turner." (Possibly said in irony.)
-- Mike Dodd
General Partner, Silverton Partners

About the Author

BROOK SCHAAF is CEO of FMTC, a provider of content, data, and workflows for affiliate marketers. The company has served the ecosystem since 2007, working with over 20,000 merchant programs and most top-tier deal and reward affiliates in English-speaking markets.

Schaaf began his affiliate marketing career at Zappos in 2000 and later cofounded Schaaf-PartnerCentric, which became a leading affiliate management agency. He cofounded the Performance Marketing Association and served as its second president. A UC Berkeley graduate, he resides in Texas Hill Country.