Partner Spotlight: Linkby and the Rise of Performance-Driven Editorial
A part of the ND Agency Partner Series
At ND Agency, we’re always looking to partner with platforms that are not only driving performance, but also pushing the industry forward.
As brands navigate an increasingly complex landscape, where trust, content, and discoverability matter more than ever: the role of editorial has evolved far beyond traditional PR or affiliate placements.
That’s where Linkby comes in.
We’ve had the opportunity to work together across a number of campaigns, and what stands out is their ability to bridge the gap between premium editorial environments and measurable performance outcomes, something that is becoming increasingly critical as both consumer behaviour and AI-driven discovery continue to shift.
In this Publisher Spotlight, we sat down with the Linkby team to unpack their approach, what makes campaigns successful, and how brands should be thinking about editorial partnerships in today’s market.
Pete Richardson, Head of Partnerships AU
For those who may not be familiar, how would you describe Linkby and the role you play within the affiliate and partnerships ecosystem?
Linkby is a global ‘performance PR’ platform that connects both established and emerging D2C brands with the world’s leading commerce publishers. Across Australia, the US, Canada, the UK and Europe, they partner with over 400 premium titles, helping brands tap into high-quality editorial environments where audiences are actively discovering products.
What sets Linkby apart is its ability to combine performance with credibility. Through CPC and CPM models, brands can work with publishers in a measurable and effective way, while also building presence in trusted content that influences both consumer decisions and AI-driven discovery.
What gap in the market were you originally solving and how has that evolved as brands become more performance focused?
Linkby was created to bridge a long-standing gap between traditional PR/editorial and performance marketing. Historically, brands could secure premium editorial coverage, but it was often expensive, slow, and difficult to measure. At the same time, performance channels offered scale and measurability, but lacked the credibility and trust of editorial environments.
By making editorial scalable and performance-driven, Linkby enables brands to access trusted publishers while paying for measurable outcomes like clicks or impressions. More recently, this has expanded into helping brands show up in authoritative content that influences AI-driven discovery, as the industry shifts toward LLM-based recommendations.
Why do you believe editorial-led performance partnerships are resonating so strongly right now?
Audiences are becoming increasingly immune to traditional ads and are seeking content that informs, inspires, or adds real value. By combining trusted editorial with measurable outcomes, brands can engage readers in a way that feels authentic while still driving performance.
What do brands often misunderstand about performance-driven editorial partnerships?
One of the biggest misconceptions is underestimating how much editorial context influences trust, engagement, and long-term brand impact.
There’s also a perception that editorial can’t scale or deliver performance. In reality, Linkby’s model demonstrates that brands can work with premium publishers at scale, pay for actual results, and still maintain authenticity and authority — which is becoming even more important as AI discovery relies on trusted content.
What characteristics make a brand particularly successful on Linkby?
Successful brands tend to:
Test different campaign angles (reviews, listicles, collaborations, retail moments, product launches)
Use clear and compelling CTAs
Stay open to working with a range of publishers to identify the right audience fit
Where does Linkby typically sit within a broader affiliate strategy?
While often positioned as a mid-funnel channel, Linkby has the flexibility to support awareness, consideration, and conversion depending on campaign structure.
Combined with the added benefit of AI visibility, it becomes a strong complementary channel alongside traditional CPA partnerships.
What does a strong campaign look like from your perspective?
A strong campaign feels native to the editorial environment and delivers genuine value to the reader.
This is supported by:
A clear and compelling CTA
Strong visual assets
A well-defined angle that gives users a reason to engage rather than scroll past
From your perspective, what makes a strategic agency partnership effective?
Transparency and open communication are key.
Understanding what’s working, where to optimise, and maintaining alignment across brand, agency, and platform ultimately drives stronger results. When the brand wins, everyone wins.
What role does high-quality editorial play as AI search evolves?
High-quality editorial is becoming even more critical as AI reshapes product discovery.
Large Language Models rely heavily on trusted, premium content — meaning brands featured in credible editorial environments are more likely to appear in AI-driven recommendations.
Editorial is no longer just about influencing immediate decisions, but also about shaping long-term visibility, credibility, and authority.
If a brand is considering testing Linkby for the first time, what’s your advice?
Firstly, book a demo with us & your ND agency contact so we can run you through how the platform works and take up up on a free $250 ad credit! From there, the Linkby team will provide publisher and CPC recommendations to ensure we achieve the publisher cut-through you are after. Be open to working with a breadth of publishers and let them sift through their audiences to find your customers.
About ND Agency
ND Agency is a performance-led affiliate and partnership marketing agency working with brands globally. We specialise in building intent-led affiliate strategies, partnering brands with high-quality publishers, and driving incremental, sustainable growth.
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If you're a publisher, platform, or brand interested in being featured in the ND Agency Partner Series, reach out we’d love to connect.
