The Guardian brings The Filter to the U.S. in affiliate commerce push

"The Guardian is bringing its product recommendation site, The Filter, stateside - a year after its U.K. launch - as it looks to push harder into commerce revenue. The move reflects the publisher's goal to grow commerce into a bigger slice of its revenue pie, alongside ads and membership donations. Digital reader revenue grew nearly 22% to £107.3 million in its fiscal year ending in March 2025. Digital advertising revenue grew about 3% from £62 million to £64 million, according to its latest earnings."

"The Filter's U.S. launch puts the publisher up against established competitors like The New York Times' Wirecutter and New York Magazine's The Strategist. The Guardian plans to differentiate itself by trying to turn its editorial values into a commerce advantage and lean hard into ethical consumption and sustainability, according to Nick Mokey, the newly appointed editor of Filter US. The Filter provides shopping recommendations, as well as tips on which products to avoid, and how to thrift, fix and repurpose items."

"Since its launch last October, The Filter UK has driven 62 million page views and around eight million clicks to retailers, which has led to a "significant volume in sales," according to Mokey. The Guardian declined to share specific sales figures. Publishers are doubling down on affiliate commerce businesses as traditional ad revenue streams have become less reliable, according to four e-commerce analysts who spoke with Digiday. (The IAB revised its 2025 U.S. ad spend forecast to 5.7% grow"

The Guardian is launching The Filter in the U.S., aiming to grow commerce revenue alongside advertising and membership donations. Digital reader revenue rose nearly 22% to £107.3 million in the fiscal year ending March 2025, while digital ad revenue grew about 3% to £64 million. The Filter plans to differentiate through editorial values, ethical consumption and sustainability, focusing initially on home, travel gear and wellness. Expansion of verticals and formats will be guided by audience feedback, SEO data and retail partner insights. The Filter UK generated 62 million page views and about eight million retailer clicks since October. Publishers are increasing affiliate commerce efforts as ad revenue weakens.

Read at Digiday