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Startups & Venture·July 10, 2026·1 min read

Phia, a shopping app co-founded by Phoebe Gates that has raised $43.5M, appears to be using fake clicks or "cookie stuffing" to claim affiliate commissions

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Affiliate arbitrage is moving from gray area to enforcement risk—$43.5M-backed companies are now getting scrutinized for how they attribute clicks and commissions. If your growth loop touches affiliate rails, assume forensic audits and tighten tracking, disclosures, and partner contracts.