Linkby Raises $15 Million to Revolutionize PR and Affiliate Marketing
Australian startup Linkby has secured $15 million in Series B funding to expand its innovative hybrid of public relations and affiliate marketing. The round was led by growth equity firm Volition Capital, aiming to enhance Linkby’s content-driven advertising network that bridges the gap between editorial integrity and performance-based marketing.
Founded in 2020, Linkby connects brands with digital publishers, enabling them to publish “performance-based editorial” content. These are articles that brands pay for based on reader engagement, such as clicks or time spent on page, rather than upfront fees or cost-per-acquisition models.
Blurring the Lines Between PR and Performance
“PR has traditionally occupied the top of the marketing funnel and been disconnected from direct conversions,” said Chris Wirasinha, Linkby’s co-founder and CEO. “Our platform allows brands to measure and track editorial content all the way to website conversions.”
Linkby’s model departs from traditional sponsored content by offering more editorial freedom to publishers. While brands can choose the type of content—like product reviews or promotional coverage—they don’t control the tone or narrative. This approach brings the model closer to traditional PR, where journalists maintain their voice and style.
“Sponsored content usually involves direct brand input on the message,” Wirasinha explained. “With Linkby, the publisher has creative control. We only request changes if there are factual errors.”
Real Results for Brands and Publishers
The model has already shown strong results. For example, Lelo, a sex toy brand and Linkby client, experienced a 242% return on ad spend during a Pride Month campaign in partnership with Women’s Health. Annabelle Close, Lelo’s head of affiliate, praised Linkby for giving brands “a lot more control” while respecting editorial independence.
Close emphasized the value of Linkby’s cost-per-click (CPC) model. “When we offer publishers a high cost-per-acquisition (CPA) versus an average CPC, they almost always prefer the CPC,” she noted. “It’s about paying for engagement, which motivates publishers to produce content that truly resonates.”
This is increasingly important in today’s volatile digital publishing environment. With declining ad revenues and the rise of generative AI impacting search traffic, publishers are looking for more reliable monetization strategies. Linkby’s engagement-based compensation offers a stable alternative.
Expanding Capabilities with New Funding
The latest funding will be used to grow Linkby’s U.S. go-to-market team, enhance its AI tools for optimizing visibility in large language model (LLM)-based search, and expand its engineering team to improve the platform’s recommendation engine.
Wirasinha said, “SEO-driven affiliate strategies are under more threat now than ever. With our model, brands can target specific stories and media types more effectively, especially in fast-moving news cycles.”
While traditional affiliate content often focuses on long-term search visibility, Linkby’s model is designed for timely, high-engagement content that may have a shorter shelf life but significant impact. This strategy benefits both brands seeking instant traction and publishers looking for guaranteed earnings.
Helping Brands Overcome Ad Restrictions
For some brands, Linkby offers an essential workaround to digital advertising challenges. Lelo, for instance, faces restrictions on platforms like Meta and limited success on TikTok. Instead, it has found better performance via YouTube and direct-to-site traffic.
“Investing in content creators helps us build a brand identity and deeper customer relationships,” said Close. “People feel like they know who we are, almost like we’re a person with a voice.”
She added that editorial content plays a key role in building community and trust. “Affiliate marketing is about the long game. There’s no instant payoff, but it reduces risk and creates a loyal customer base.”
Future Outlook for Linkby
As the lines between PR, content marketing, and affiliate strategies continue to blur, platforms like Linkby are poised to redefine how brands and publishers collaborate. The company’s approach offers a compelling alternative for advertisers looking to balance editorial authenticity and measurable performance.
With this new investment, Linkby is aiming to scale its technology and reach, particularly in the U.S. market. By enhancing AI-driven optimization and recommendation systems, the company seeks to provide even greater value to both advertisers and publishers in a shifting digital landscape.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.