The changing nature of the internet marketing services provided by affiliates is seeing a shift towards revenue models such as voucher code sites and content, it has been claimed.

According to Econsultancy's Matt Swan, while six years ago pay per click (PPC) services were the primary source of income for a majority of affiliate networks, since then the sector has diversified into several new areas.

He noted that the last click model currently favours businesses that are geared towards services such as voucher code sites and those offering rewards to consumers.

"The cashback model of paying part of or all of a commission back to the customer has seen the leading cashback sites experience phenomenal growth," Mr Swan explained, adding there was also a significant rise in voucher code sites.

However, while the number of affiliates using PPC services has fallen, the volume of sales they generate has remained steady, which is indicative of a year-on-year increase in the value of the affiliate channel, the commentator added.

Recently, the site's Matt Bailey suggested that affiliates would have to work to build trust with brands, due to them being affected by the Advertising Standards Agency expanding remit.

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