The Affiliate & Partner Marketing Association (APMA) has opened its third annual affiliate brand survey, which aims to map how affiliate marketing is being used, managed, and measured in 2025.
The survey is open to all UK advertisers running or managing affiliate programmes, as well as international brands with UK affiliate activity. Responses will be anonymised and aggregated to provide industry-wide insights that will shape the APMA’s future work and advocacy.
This year’s survey explores several critical themes, including confidence in tracking and attribution, payment models for publishers, the role of AI in strategy, transparency around subnetworks, and internal perceptions of affiliate performance at senior levels. It also covers how brands classify affiliate cookies and whether cashback exemptions are being applied.
Kevin Edwards, Founder and Director of the APMA, said the survey offers “the most comprehensive snapshot of how UK brands feel about affiliate marketing in 2025.” He stressed the importance of participation, highlighting how the findings will help agencies, networks, and brands better position and evolve their affiliate programmes.
Last year’s survey reached around 200 submissions. The APMA is determined to hit the same or exceed this figure to generate the richest possible data.
The survey closes on 12th September, with results to be presented at PI LIVE Europe in London this October.
Advertisers who complete the survey will receive free access to the results.
We support the APMA’s efforts and encourage everyone eligible to complete the survey and share it within their networks.
Complete the survey here.
