The performance marketing industry, like all digital marketing channels, is undergoing rapid change as consumer purchase journeys become more fragmented and the online ecosystem more complex. How can the industry ensure it is viewed as a valued part of the online marketing mix?

Performance over-performs when it comes to value. As the IAB’s second annual survey into the value of the channel pointed out in January, advertisers spent £1bn in 2013 and generated £14bn in sales, so a £14 return for every £1 invested.

Yet the affiliate marketing model is still overlooked or not understood as the key player it really is within the marketing mix, something The Drum has been documenting since 2012.

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