As content ecosystems continue to evolve and consumer media consumption is ever changing, we find ourselves at a constant crossroad... how do we call the varied partners and affiliates that work with Adbloom to promote new offers & campaigns? Are they affiliates, partners, mobile apps, influencers, micro influencers? What about the Email newsletters and major Whatsapp groups? Its hard enough explaining how we work with clients let alone coming up with terminology, and this head scratching on our part has driven deep analysis to identify the actual "core". As we were drilling, we unearthed a simple yet transcedental insight; wether its a newsletter or an instagram, the audiences we're reaching are communities. Oxford's definition of Community: "a group of people living in the same place or having a particular characteristic in common"