Single-tool loyalty vs portfolio of programs

Single-tool loyalty vs portfolio of programs
Everyone says "go all-in on one great tool." Concentration feels like focus. It's actually counterparty risk.

Go all-in and one program change wipes you out: a rate cut, a closed program, a switch to last-click, an acquisition that guts the affiliate budget. You've seen it happen.

Diversify and you bleed depth: shallower content, weaker authority, more accounts to manage, smaller leverage with each vendor.

The real tradeoff:
— One tool: maximum authority, maximum fragility.
— Many tools: maximum resilience, diluted expertise.

The sane middle: anchor on 2-3 sticky programs you'd defend, hedge the rest. Never let one vendor be more than ~40% of revenue.

Verdict: the program you can't afford to lose is the one most likely to change its terms on you. Spread the counterparty risk.