31st January 2024

Dear Marketers, 

Digital advertising is changing fast. With the demise of third-party cookies and consumer concerns about privacy, it’s tougher than ever to keep track of ads. As leaders in affiliate and partner marketing, we’re writing to explain how our industry can help.

Affiliates and publishers have earned the trust of UK shoppers, building significant customer loyalty through their business models. Last year their efforts helped sell £12 billion worth of products for British brands and every £1 spent returned an average of £12.40 for advertisers, making ours one of the most profitable channels available.

The good news is this activity remains unaffected despite digital uncertainty. Our mission is to help brands during this period, and we are confident in our ability to provide strong technology, first-party tracking solutions, and marketing strategies to deliver brand ad campaigns without disruption.

As members of The Affiliate & Partner Marketing Association (The APMA), we are dedicated to providing complete transparency on how companies can optimise their marketing budgets.

The APMA’s 2024 ‘Cracking Tracking’ campaign will educate and inform brands about best practices. As part of that initiative, we will offer training and publish advice, FAQs and guides to help brands run brilliant affiliate programmes. 

With its unwavering payment on performance model, the affiliate and partner marketing industries are beating the market with healthy double-digit growth. New developments in AI and open banking, as well as new technical innovations, are driving our channel’s success, which is inspiring UK publishers, who employ thousands nationwide, to reinvest in their businesses and strengthen the UK’s leading digital economy.

We want you to collaborate with us and follow our progress as we navigate and shape the future of digital advertising, reinforcing the trust and effectiveness that affiliate marketing has always offered and will continue to offer for years to come.


Kevin Edwards, Founder, The APMA
Alona Malinovska, Managing Director, Webgains
Ross Truesdale, Ecommerce Director, Future plc
Lee-Ann Johnstone, Founder, Affiverse
James Little, Group Commercial Director, TopCashback
Ingrid Sierra, Marketing Director, Finfare Connect
Jules Scomorovschi, Director, Widilo
Giles Hunt, Chief Technical Officer, Optimise
Matthias Stadelmeyer, CEO, Tradedoubler
Ian Sims, Founder, Rightlander, Ltd
Stephen Kerin, Director, Scale Digital.
Helen Southgate, Chief Strategy Officer, Acceleration Partners
Zaza Zakaraia, Director of Operations UK, Kwanko
Adam Ross, CEO, Awin
Chris Pettit, Founder, Revving
Maz Darvish, CEO, CognitionHub.com
Rosalyn Berrisford, Regional Managing Director, Awin
Ciaron Dunne, Exec Chair, Genie Ventures
Anthony Clements, Managing Partner, Adtraction
Anjulie Blunden, Managing Partner, Adtraction
Jon Ostler, CEO, Finder
Simos Vlassis,
Founder, AffiliateMotion
Johannes Wirth, COO, Global Savings Group
Ennis Al-Saiegh, CEO, intent.ly Global Ltd
Louise James, Associate Director, Silverbean
Linda O’Connell, Senior Vice President, CJ UK & IE
Dan Staples, Vice President, Client Development, CJ UK & IE
Bernardo Marucci, Global Sales Director, Bravo Savings Network
Gaurav Arora, Director of Global Partnership, Skimlinks, a Taboola Company
Frank Ravanelli, Head of Affiliate & AI Marketing, FOREO

Read more about our 2024 Cracking Tracking Campaign.