For an industry with partnerships and relationships at its core, the affiliate marketing world is shockingly siloed.
Media sellers and programmatic ad-tech companies have a long history of collaboration in areas like standards and measurement. Organizations like the Interactive Advertising Bureau have dedicated working groups where partners and competitors come together to brainstorm and enact innovation, address industry pain points and find solutions that best serve all parties involved—and we should be taking a page out of their book if we want to reach our full potential.
The affiliate marketing industry, by contrast, has never had a membership quorum or a dedicated space within established industry groups. We have the Performance Marketing Association, but several working groups are either too small to push the envelope or aren’t as active as they need to be. There’s room for so much more.
As marketers prepare for a cookieless future, it’s never been more important for all the industry’s players to come together for conversations across the aisle about what we need to do to set up for success. There’s an opportunity for affiliate marketing to thrive in a post-cookie world, but if we don’t lay the groundwork now, our growth will be stunted.
Get on the same page
Perhaps one of the biggest benefits of trade organizations and collaborative working groups is standardization. Affiliate marketing has many different players and stakeholders, each with their own individual objectives and measurements of success. This makes it difficult for the industry to prove its value at a larger scale.
Even the name “affiliate” could use some standardization. Our industry is referred to as everything from affiliate to partner marketing, performance marketing and more. Trade organizations…