APMA launches the only industry-wide brand survey

The Affiliate & Partner Marketing Association (APMA) has launched a new affiliate brand survey.

Now in its third year, it will capture insights showing how affiliate marketing is being used, managed, and measured in 2025. It remains the most comprehensive view of affiliate opinions and views across a range of topics and themes.

The brand survey is also part of the APMA’s mission to raise standards while supporting growth across the UK affiliate marketing industry.

Taking around seven minutes to complete, we want to hear from brands of any shape and size about:

➡️ Confidence in tracking and attribution, including with GA4

➡️ How they approach publisher payment models

➡️ The role of AI in affiliate marketing operations and strategy

➡️ Whether they feel subnetworks and other affiliates are transparent and well understood

➡️ How affiliate performance is viewed internally by senior stakeholders

➡️ How cookies are classified and whether brands are granting the cashback exemption

Who is the survey open to?

The survey is open to all UK advertisers who use the affiliate channel, or overseas brands that run an affiliate programme in the UK.

Responses are anonymised and aggregated, and the findings feed into the APMA’s project roadmap.

The affiliate industry continues to evolve rapidly with new technologies, compliance challenges, partner types, and attribution models making the landscape more complex. Brand-side insight can be difficult to come by and this survey aims to fix that.

Showcasing the results

Advertisers who complete the survey will receive a free copy of the results, with the data presented at PI Live in London in October.

Last year, we received close to 200 submissions, with this year’s survey closing on 12th September.

Founder and Director of the APMA, Kevin Edwards, said, “This is the most comprehensive snapshot of how UK brands feel about affiliate marketing in 2025.

“With no other research of this kind taking place this year, these findings shape how we support advertisers. I’m particularly interested to discover how brands are using AI and how they’re diversifying their programmes away from last-click CPA payments.”

The survey is available here.

We would love it if you share the survey with your colleagues and networks. As a small not-for-profit we rely on feedback from these surveys to ensure the work we produce is as impactful as possible.