Get Back on Track(ing): Insights from ASW’s Panel on Tracking and Consent Challenges in Affiliate Marketing

At Affiliate Summit West (ASW), our Chief Strategist took part in a panel titled “Get Back on Track(ing)”, sparking an essential conversation about the future of affiliate marketing and focusing on two of its most pressing challenges: tracking and consent. These twin dilemmas have the potential to disrupt the foundational principle of reciprocal value that drives affiliate marketing. The panel, where Jon was joined by Adam Weiss (President of North Americas at Awin), James Little (Group Commercial Director at TopCashback), and Serena Wong (Director of Commerce at Wirecutter) discussed how Awin is addressing these challenges and what steps the industry can take to get back on track.

One of the key topics discussed was Awin’s Conversion Protection Initiative, which aims to ensure advertisers and their partners can track affiliate conversions accurately and effectively. This initiative is requiring all brands to implement server-to-server tracking. For brands with apps, they must ensure that these apps are properly integrated to track all conversions. If the correct tracking isn’t in place, Awin is turning to probabilistic tracking, which essentially involves applying commissions to publishers based on estimated conversion data. Many brands are already implementing these solutions, but the push for wider adoption is crucial for the industry’s continued success.

Jon Claydon, who sat on the panel, shared a straightforward take on the matter. His perspective was simple: “If you’re an advertiser and you’re not tracking correctly, you’re an idiot.” His blunt statement emphasized the importance of accurate tracking for affiliate marketing to function effectively. Without it, the core value exchange between advertisers and publishers is at risk. While the topic can be complex, Jon’s contribution was a clear call to action for advertisers to prioritize proper tracking to maintain the integrity of their affiliate programs.

As the affiliate marketing landscape evolves, it’s clear that tracking and consent issues must be addressed head-on. Initiatives like Awin’s Conversion Protection Initiative are an essential step in ensuring that the industry continues to thrive, providing mutual benefits for both brands and publishers. For anyone in the affiliate space, ensuring that tracking is in place is no longer optional—it’s a fundamental requirement for success.