The search ecosystem is turning into a complex web of interrelationships between search engines, contextual publishers (publishers who display text ads via contextual or keyword-level targeting), and affiliate marketers.

Some affiliates aren't publishers in a traditional sense. Instead, they buy media and hope to convert that traffic into revenue. The focus in respect to Google and affiliate marketing is in two areas: affiliate SEO (define) spam and changes in Google's policy regarding multiple AdWords ads per domain (which mainly affects affiliates).

There's a shifting relationship between Google and constituencies in the contextual, search, and affiliate universe. Some relationships are adversarial, while others are symbiotic.

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