James Little, Group Commercial Director at TopCashback, sheds light on the myth that the affiliate channel doesn't drive incremental revenue, offering valuable insights ahead of Affiliate Summit. Little highlights the evolution of the affiliate challenge in recent years, emphasizing the diverse array of affiliate types and the presence of affiliate marketing around us all in our daily lives. He notes the constant evolution of the field, citing examples like the rise of tech affiliates. Little's advice encourages a strategic approach, emphasizing the need for clarity in entering affiliate marketing and debunking the notion that the affiliate channel can't contribute significantly to incremental revenue.