Wayward can be used independently of Creator Connections, but the two programs can also work together to expand reach and optimize results. Combining them provides benefits such as:
Targeted distribution
Creator Connections has 200K+ active campaigns but no publisher API, so publishers often opt in broadly without knowing which products are active.
Wayward merges Associates and Creator Connections offers into a real-time product feed API that integrates directly with publisher tools. This allows editors and machine learning to select the right products at the right time, reducing wasted reach.
Access to Boosted Publishers
Some top commerce publishers participate only in Wayward’s Boosted Publisher Network and rely exclusively on our Associates program.
Using Wayward ensures eligibility for these premium placements that Creator Connections alone cannot provide.
Reach publishers outside of Creator Connections
Not all publishers run campaigns through Creator Connections. Wayward’s network includes partners who source products exclusively via our API feed and editorial workflows.
Running both programs expands your reach and captures demand you might otherwise miss.
Enhanced attribution and reporting
Wayward’s reporting clearly shows what’s incremental, overlapping, and effective by publisher, product, and placement.
You get clean rollups for finance and operations, along with actionable insights to optimize budget allocation.
A built-in safety net
Diversifying across both channels reduces reliance on any single pipeline.
If Creator Connections performance fluctuates or policies change, Wayward maintains distribution, reporting, and sales while you adjust budgets without losing momentum.