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#115

In this episode of Always Be Testing, host Tye DeGrange is joined by ‪@CormacJonas‬ CEO and Founder of The Jonas Agency, for a deep dive into what’s actually broken in modern performance marketing. With years of experience across affiliate, paid media, and creator-led growth, Cormac brings a sharp perspective on why so many brands are optimizing campaigns while ignoring the bigger problem: flawed measurement. The conversation unpacks how misattribution, last-click bias, and platform incentives distort ROI, using the recent Honey browser extension controversy as a real-world example of how value gets misassigned across channels. They explore why TikTok and YouTube reshaped high-intent demand, how AI, CTV, and programmatic traffic are inflating “performance” metrics, and why owning an audience now matters more than owning traffic. This episode is a candid look at where affiliate and performance marketing are heading — and what brands need to fix before scaling spend. ------------------------------------------------------------------------------------------------- ▶ Subscribe to our YouTube Channel 👉    / @alwaysbetestingpodcast   🎧 Listen to our Spotify Podcast 👉 https://open.spotify.com/show/3bXEq0W... 📊 Follow RBL flywheel newsletter 👉 https://the-flywheel.beehiiv.com/ 📞 Let’s Meet - Book a Call! 👉https://tr.ee/MMhx0gevpe 🌐 Visit Roundbarnlabs 👉https://www.roundbarnlabs.com/ 💼 Connect with Tye DeGrange: 🔗 Linked In:   / tyedegrange   𝕏 Twitter/X: https://x.com/TyeDeGrange ---------------------------------------------------------------------------------------------------