#113 How Bad Incentives Quietly Break Affiliate Programs | Ziggy Kopetti

In this episode of Always Be Testing, Tye DeGrange sits down with Ziggy Kopetti, a veteran affiliate marketing operator and platform founder who has spent years working inside the mechanics of performance marketing—from attribution and partner incentives to how networks and platforms actually make money.The conversation explores how affiliate programs really scale, where brands commonly misjudge incentives, and why many performance issues are self-inflicted by poor structure rather than bad partners. Ziggy breaks down the economic realities behind affiliate platforms, how creators and publishers think about risk and reward, and why transparency and alignment matter more than tooling alone. The episode also touches on where affiliate marketing is headed, what brands misunderstand about creator partnerships, and how short-term optimization often creates long-term trust problems.