Phoebe Gates' startup Phia faces affiliate misconduct allegations

Phoebe Gates' startup Phia faced allegations of improperly claiming credit for online sales it did not facilitate.

Phia, an AI-driven browser extension, purportedly recorded 'fake clicks' and inserted its own referral code during checkout without user consent.

An investigation by Bloomberg, Capital One Shopping, and independent researcher Ben Edelman revealed Phia engaged in 'cookie stuffing' or attribution fraud.

Phia is designed to assist shoppers in maximizing spending by comparing prices of apparel and accessories from over 40,000 websites.

Phia has now rectified the issue, which was reportedly integrated into its source code in December.