"We can't allow this situation to continue—it's damaging the industry long term." Adam Ross, CEO of Awin, Announces Bold Tracking Initiative

Today, on the second day of PI LIVE Europe, Adam Ross, CEO of Awin, announced Awin's new Conversion Protection Initiative (CPI)—a significant step towards restoring integrity in affiliate tracking. It looks to make deterministic tracking as accurate as possible and standard across all advertisers working with Awin. If accurate, deterministic tracking cannot be achieved, then publishers will be compensated.

I caught up with Ross to learn more about the initiative and how it will impact the industry moving forward. Read our full interview below.

Sol Wilkinson: First of all, I wanted to ask you about Awin’s sponsorship at PI LIVE Europe this year. Why did you decide to sponsor us?

Adam Ross: We love PI LIVE. We've been the headline sponsor for a number of years. I don’t even want to count anymore because it just makes me feel old. 

But we've always been a big supporter of this event, and I think it's one of the best events on the calendar. That’s largely because you have really good content—you think carefully about the content that you put on. 

That’s important for events like this so that you can launch ideas and have interesting debates, as we're trying to do. 

We think it's an important time on the calendar, being in the middle of Q4 and preparing for the busiest month of November, but also a great chance to get together in person with clients and partners from around the world.