Running a request for proposal (RFP) process is a common part of reviewing or relaunching an affiliate programme.
For advertisers, it is often resource-heavy and difficult to manage. For agencies, networks and platforms, it can mean responding to similar questions often framed in slightly different ways time and time again, making it an inefficient process.
That’s why the Affiliate & Partner Marketing Association has produced a standardised affiliate programme RFP template, designed to tackle as areas of an affiliate programme as possible.
The template is free to use and is supports advertisers running an affiliate RFP, while also helping agencies, networks and platforms prepare clearer and more efficient responses.
Who the template is designed for
The template is designed to support advertisers who are:
- Reviewing an existing affiliate programme
- Appointing a new affiliate agency, network or platform
- Running a formal or informal affiliate RFP process
It can be used as a full RFP document or adapted as a structured briefing tool. It can also be shared with procurement teams.
The document is also relevant for:
- Affiliate agencies
- Affiliate networks
- SaaS platforms and technology providers
What the affiliate RFP template includes
The template is structured around the core components of an affiliate programme. Sections include:
Programme objectives and strategy
Questions covering commercial goals, channel role, KPIs and success measurement.
Technology, tracking and attribution
Information requests relating to tracking methodology, attribution logic, reporting capability and technical integration.
Publisher recruitment, management and compliance
How publishers are sourced, approved, monitored and managed, including compliance, brand safety and governance.
Commercial terms and fee structures
A framework for outlining pricing models, fees and contractual considerations.
Reporting, optimisation and ongoing support
Expectations around performance reporting, insights and programme optimisation.
The RFP template is intended to be practical and flexible. Advertisers are encouraged to tailor it to their business, removing sections that are not relevant and expanding areas that are particularly important to them.
This is also a first version. Please contact us if you would like additional areas of questions included in a future iteration.
APMA plans for 2026
This affiliate programme RFP template forms part of a broader programme of work to create shared, agnostic resources for the UK affiliate and partner marketing industry. Not already an APMA member? Why not become one today.
Over the course of 2026, the APMA plans to publish additional guides and templates designed to support more consistent processes, clearer expectations and more efficient collaboration across advertisers, agencies, networks and platforms.
Complete the short form below to access the RFP.
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