<b>Whispers: brands shifting exclusive drops to first-party email, away from affiliates</b>

<b>Whispers: brands shifting exclusive drops to first-party email, away from affiliates</b>
Chatter across several DTC programs suggests the best codes now launch to the brand's own SMS/email list 24-72 hours before any affiliate gets them — turning the affiliate code into the 'second-best' offer by design.
Unconfirmed which brands, but three independent sources describe the same playbook.
Why it matters: if your value prop is 'best code anywhere,' first-party-first kills it. The counter-move publishers are testing: negotiate a same-tier launch code as a condition of placement, in writing.
Treat as rumor until a program confirms on record. Developing...