Over the last 10 years, advances in technology have led to the rise in affiliate and aggregator web sites. At the onset of the e-Commerce industry, brands were happy that retailers such as Amazon were helping drive revenue through online. But as the digital world took shape and online became an essential part of the business, brands realized those once-valuable online partners were now cannibalizing their revenue streams. Now, as brands strike a balance between online and in-store strategy, they’re experimenting with new, more powerful approaches to take back revenue from their third-party competition. To understand this shift, it’s helpful to take a look at how the struggle between online and offline began. When the Internet first started to take shape, marketers dabbled in the online world, creating simple destinations to secure a web presence for consumers who were active on the new medium. Yet despite the allure of online, there was still hesitation when it came to using the platform for purchasing. Consumers were concerned with associated risks (buying before trying, sharing personal data, etc.) and brands weren’t ready to fully invest in building e-Commerce destinations as brick-and-mortar was still their bread and butter.