With so many brands having affiliate programs set up with their target publications, Will has researched exactly how these programs work and how they can be detrimental to your PR strategies. He will also advise on the best methods and techniques to drive results in your PR campaigns to ensure KPIs are hit, whilst working around affiliate programs,

In this talk, Julia will look into some of the top competitive SERPs affected by the presence of sponsored content on mainstream media sites, examine whether Google's Helpful Content updates affect them, why or why not, explain the difference between sponsored and parasite content.

She will further dissect the sponsored content ecosystem and highlight its impact on businesses' presence in organic search, as well as present some possible scenarios of future developments.