Dub.co, an open-source URL shortener and link attribution service, is stepping in to address recent affiliate link controversies involving PayPal-owned Honey. Founded by Steven Tey, the platform allows creators to generate customizable links that ensure transparency in attribution. Dub.co aims to simplify affiliate marketing by removing the need for coupon codes and offering businesses a way to track conversions accurately. With $2 million in funding, the startup is also collaborating with the Malaysian government to enhance its services. The newly launched Conversions product helps track marketing metrics in real-time.