Is Your Measurement Model Lying to You?

In a survey the APMA ran this summer, 62 people working across brands, publishers and platforms told us something striking: 84% of them measure affiliate as its own line in their MMM, and it's got real say over budget for two thirds of them. But asked if that model actually gets affiliate right, and only 12% say yes, more than a third say no outright.

That gap is what we're digging into on 8 September. Helen Southgate (Acceleration Partners) will be joined by Amy Johnson (TUI), James Little (TopCashback) and Kevin O’Farrell (Analytic Partners) to pull apart why affiliate shouldn’t be treated as one undifferentiated channel, why "incrementality" comes up as the number one challenge every time we ask this question, and what happens to a program when a model quietly decides it's underperforming, whether or not that's true.

Three very different seats at the table: the brand deciding where the budget goes, the publisher who feels the impact when decisions are made on data, and the provider building the model everyone is arguing about. If this group can't get to a straight answer, we're not sure who can.