Special thanks as always to the two Euro 2024 finalists, Optimove and Clarion Gaming. It’s fair to say that no matter what the outcome, football is the only true winner today. We kick off with Fintan and Jon doing that thing they do [0:00 – 10:48], then we’re joined by two guests: Herd Capital’s Jason Ziernicki and Kyle Scott, to talk turkey. Well, affiliates. And other stuff. The conversation covers the recent changes in Google's newspaper partnerships and the impact on media publishers and affiliates in the gambling industry, the impact of Google and SEO on affiliates and gambling operators, the challenges faced by traditional newspapers and the rise of sports blogs. The conversation also delves into the future of search and the potential fragmentation of Google's dominance. We get into the role of influencers in the gambling industry, highlighting the value they bring in driving top-of-funnel awareness and building brand loyalty. The conversation concludes with advice for college students starting an affiliate business, emphasizing the importance of building an audience on platforms like TikTok and Instagram and leveraging first-party data through newsletters and messaging platforms. The conversation explores the evolution of platforms and the role of influencers in capturing niche audiences. It discusses how platforms like TikTok and Facebook have expanded beyond their initial target demographics and how influencers can leverage algorithms to reach specific niche markets. The conversation also touches on the potential of Twitter as a platform for live content and affiliate marketing. Our esteemed guests share their experiences with investments and their plans for Herd Capital, a business focused on sports media, sports gambling, and affiliate marketing.  In a nutshell: Jason and Kyle share their backgrounds in the gambling industry and their experiences as partners of Herd Capital. The conversation highlights the need for media companies to adapt and invest in their own content creation to maintain visibility in search results. Google's dominance in search and SEO has a significant impact on affiliates and gambling operators. Sports blogs and influencers play a crucial role in driving top-of-funnel awareness and building brand loyalty in the gambling industry. The future of search is uncertain, and there is a potential for the fragmentation of Google's dominance. College students starting an affiliate business should focus on building an audience on platforms like TikTok and Instagram and leverage first-party data through newsletters and messaging platforms. Twitter has the potential to become a platform for live content and affiliate marketing. The top of the funnel for casinos is more fragmented compared to sports, making it challenging to capture and retain audiences. The importance of having opinions and being brave enough to express them, even if they are occasionally wrong.   This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.