DMi Partners

What DMi Partners is

DMi Partners is not an affiliate network that publishers join. It is a Philadelphia digital marketing agency, founded in 2003 by Patrick McKenna (co-founder and CEO) and James Delaney (co-founder and board chair), that builds and manages affiliate programs on behalf of consumer brands. The company is based at 1 S Broad St, Floor 11, Philadelphia, and also offers influencer marketing, performance PR, TikTok Shop and Amazon programs, SEO, paid search and social, email marketing, and web design. Client logos include SKIMS, URBN, Liquid I.V., Weber, Royal Caribbean, Citizen Watches, Case-Mate and woom. DMi reports an NPS of 81, average first-year revenue growth of 31% for new clients, and $17 million in first-year incremental affiliate revenue. It holds Diamond tier status in the impact.com agency partner program, relaunched its brand and website in June 2026, and has collected Inc. Best Workplaces, AdAge Best Places to Work and Clutch 2025 recognition. Back in 2006 DMi did launch its own affiliate network, CPA Cafe, but that network no longer operates.

Brands, partners and verticals

DMi works mainly with direct-to-consumer and retail brands in apparel, beauty, wellness, home and outdoor goods, and travel. Its affiliate model is full-funnel: performance PR placements in large publications at the top, creators and influencers through platforms such as ShopMy, LTK, MagicLinks, Later and Howl in the middle, and traditional affiliates such as cashback, card-linked and deal partners (examples it names include Rakuten, Capital One Shopping, Cardlytics, Brad’s Deals and Dealmoon) at the bottom. It also manages retail storefronts on Amazon, TikTok Shop and Walmart. The work is concentrated in North America.

Commission models and payouts

There is no DMi publisher account, so there is no DMi minimum payout, payment schedule or payment method. Publishers who promote a DMi-managed brand are paid by that brand’s affiliate program, mostly on commission per sale, under the terms of the platform the program runs on. DMi itself earns agency fees from brands, structured as a monthly retainer, a performance incentive or a hybrid, with retainers quoted in the $3,000 to $5,000 per month range.

Tracking, tools and platform

DMi’s own technology is client-side. Lumina is its business intelligence platform that layers commission costs onto affiliate data to measure incrementality, ROAS and profitability by partner. In October 2026 it announced LuminAi, an AI affiliate strategy assistant aimed at emerging brands. Publisher-side tracking, links and postbacks come from whichever affiliate platform each brand uses, with impact.com the platform DMi is most closely tied to.

Partner standards and compliance

Fraud protection, program audits and partner onboarding are part of DMi’s managed service, so partner rules are set per brand program. Coupon, cashback and content partners should expect brand-specific limits on paid search, trademark bidding and code distribution, written into each program’s terms.

Support and getting started

Brands reach DMi through the contact form on dmipartners.com, by email at info@dmipartners.com or by phone on 215-279-9800. Publishers and creators who want to work with DMi-managed brands can apply to those brands’ affiliate programs on their platforms, or approach DMi’s team with a media kit when a placement fits a client’s audience.

Who it suits

DMi Partners suits DTC and retail brands that want an outsourced affiliate, influencer and performance PR team. For publishers, it is relevant only as the team behind certain brand programs. Media buyers looking for CPA offers, a smartlink or a network payout should look at real affiliate networks instead.