On Episode 8 of "Performance Marketing Spotlight," we're joined by James Little. James is a seasoned publisher with extensive experience in the affiliate marketing industry. James raises important questions about validations for advertisers in the affiliate industry, especially for smaller publishers who may struggle to track confirmed sales. We also delve into the issue of fraudulent activity and the need to prevent such behavior. James sheds light on the current payment process in the industry, which can be lengthy and frustrating. As we navigate various topics, James shares his insights, challenges the marketing funnel concept, and emphasizes the continued growth of affiliate marketing.