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Phoebe Gates' shopping startup Phia was found to overwrite affiliate tracking cookies, which could reroute sales commissions away from publishers and influencers without deliberate user engagement. The company says it has acknowledged and fixed the behavior, but questions remain about intent and potential consequences for affiliate relationships.
10:32 AMBloomberg MarketsSummary
Phoebe Gates' shopping startup Phia was found to overwrite affiliate tracking cookies, which could reroute sales commissions away from publishers and influencers without deliberate user engagement. The company says it has acknowledged and fixed the behavior, but questions remain about intent and potential consequences for affiliate relationships.
Why it matters
Affiliate trust is a growth engine for commerce startups, and any hint of commission skimming can trigger partner exits, legal exposure, and faster industry-wide enforcement.
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