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Affiliate marketing in-house vs agency

Affiliate marketing has become a popular and effective way for businesses to generate revenue online. However, one important decision that businesses must make when implementing an affiliate marketing program is whether to manage it in-house or outsource it to an agency. While both options have their advantages and disadvantages, the decision ultimately depends on the specific needs and resources of the business. In this article, we will explore the key differences between in-house affiliate marketing and agency-managed affiliate marketing, as well as the pros and cons of each approach to help businesses make an informed decision.

What is in-house affiliate marketing?

In-house affiliate marketing refers to the practice of managing an affiliate marketing program internally within a company or organisation. This means that the company recruits and manages affiliates, create affiliate marketing strategies, and monitors the performance of the program using its own resources and personnel. In-house affiliate marketing allows a company to have complete control over its affiliate program, from selecting affiliates to managing commissions and pay-outs.

Pros of in-house affiliate marketing

Direct control

One of the biggest advantages of in-house affiliate marketing is that the company has direct control over its affiliate program. This means that the company can tailor the program to its specific needs, goals, and brand image. The company can also make changes to the program in real-time, without having to go through a third-party agency or network, allowing for greater flexibility and agility in making adjustments to the program.

Better communication

In-house affiliate marketing allows for direct communication and collaboration between the company and its affiliates. This can lead to better relationships with affiliates, improved understanding of the company’s products or services, and a more aligned marketing approach. In-house teams can also provide timely feedback and support to affiliates, resulting in improved performance and results.


In-house affiliate marketing can be cost-effective in the long run, as it eliminates the need to pay agency fees. The company can also have better control over the budget allocated for the affiliate program and optimise it based on its specific needs and goals.

Data ownership

Another advantage of in-house affiliate marketing is that the company retains complete ownership of the data generated by the program. This includes data related to affiliate performance, customer behaviour, and other valuable insights. This data can be used to inform marketing strategies, optimise the program, and drive overall business growth.

Cons of in-house affiliate marketing


Managing an in-house affiliate marketing program requires significant time, effort, and resources. Companies need to invest in recruiting and training affiliate managers, and managing the day-to-day operations of the program. This can be burdensome for smaller companies with limited resources or expertise in affiliate marketing.

Lack of expertise: In-house affiliate marketing requires a certain level of expertise and knowledge of the affiliate marketing landscape. If a company does not have experienced personnel with in-depth knowledge of affiliate marketing, it may struggle to effectively manage the program and achieve desired results. This can result in suboptimal performance and wasted resources.

Limited network: In-house affiliate marketing programs may have a limited reach compared to working with external agencies. Companies may need to invest significant time and effort in building relationships with affiliates and expanding their network, which can be time-consuming and challenging, especially for companies new to affiliate marketing.

What is agency affiliate marketing?

Agency affiliate marketing involves outsourcing the management of an affiliate marketing program to a third-party agency. The agency takes care of all aspects of the affiliate program, including affiliate recruitment, strategy development, tracking, reporting, and pay-outs. The company works closely with the agency to set goals and objectives, and the agency executes the program on the company’s behalf.

Pros of agency affiliate marketing

Expertise and experience

Working with an agency gives a company access to a team of experienced professionals who are knowledgeable about affiliate marketing. These experts can provide strategic guidance, industry insights, and best practices, which can help the company optimise its affiliate program for better results. Agencies often have a deep network of affiliates and can leverage their relationships to recruit high-quality affiliates for the program.

Access to technology and resources

Affiliate marketing agencies typically have access to advanced tracking and reporting tools, as well as other resources that can help streamline the management of an affiliate program. This can include affiliate recruitment platforms, performance analytics, and affiliate communication tools, which can enhance the efficiency and effectiveness of the program.

Time and resource saving

Outsourcing the management of an affiliate program to an agency can save a company significant time and resources. Companies do not have to invest in building and training an in-house team, or managing day-to-day operations. This allows the company to focus on its core business operations while the agency handles the affiliate program.

Expanded network

Affiliate marketing agencies often have an extensive network of affiliates that they have established relationships with. This can help a company tap into a wider pool of affiliates and expand its reach beyond what it could achieve in-house. The agency can leverage its network to identify and recruit affiliates that are best suited to promote the company’s products or services, potentially leading to increased sales and revenue.

Performance-based pricing

Many affiliate marketing agencies work on a performance-based pricing model, where they earn a commission based on the results they achieve for the company. This means that the agency’s success is aligned with the company’s success, as they are incentivized to drive results and generate revenue. This can provide a level of cost-effectiveness, as the company only pays for the agency’s services when the program produces results.

Cons of agency affiliate marketing

Loss of full control

One of the main drawbacks of working with an affiliate marketing agency is that the company may have less control over the day-to-day operations and decision-making of the program.

Higher costs

Working with an agency typically involves additional costs, such as agency fees or commissions. These costs can add up over time and impact the overall budget allocated for the affiliate program.

Dependency on agency performance

The success of the affiliate program may be heavily reliant on the performance and effectiveness of the agency. If the agency fails to deliver the expected results, it can have a direct impact on the company’s affiliate marketing efforts. Companies need to carefully evaluate and choose a reliable and reputable agency to ensure that their affiliate program is in good hands.

Here at Modo25, we devise comprehensive and unique affiliate strategies for all of the brands we work with to ensure that we are only working with affiliate partners who are ‘on brand’ to ensure we still have the level of control in-house management. We focus on performance goals for each brand, to ensure that the strategy is created and developed with clear goals in mind.


Whether a company chooses to manage its affiliate marketing program in-house or work with an agency depends on its specific needs, resources, and goals.

In-house affiliate marketing offers direct control, better communication, cost-effectiveness, and data ownership, but it can be resource-intensive and require expertise. On the other hand, agency affiliate marketing provides access to expertise, technology, resource savings, and expanded networks, but may result in loss of control, higher costs, communication challenges, and dependency on agency performance.

Companies need to carefully weigh the pros and cons of each approach and consider their internal capabilities, budget, and strategic objectives when making a decision. It may also be beneficial to consult with industry experts, review case studies, and conduct thorough research to determine the best approach for their affiliate marketing program. Ultimately, the key is to choose an approach that aligns with the company’s overall marketing strategy and helps achieve its affiliate marketing goals effectively and efficiently. For support and guidance with your affiliate program, get in touch with the Modo25 team by sending us an email to

Claudia Poole - Modo25
Claudia Poole
Claudia Poole - Modo25
Claudia Poole

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