Looking back to the future as we attend the 10th IAS Affiliate Summit

As we gather together once again for the IAS Affiliate Conference this week in India - I am looking back today over a decade of insights, partnerships, and growth, this event has represented to me since we first sponsored it a decade ago!?

One discussion that keeps coming up – and one that stirs strong feelings in me – is the push to rebrand our industry from “affiliate marketing” to “performance marketing.”? There’s no denying that the term “affiliate” sometimes carries a negative reputation in some circles because of a few bad actors that spin in and out of the space, and some see a rebrand of our terminology as the answer to overcome that. It’s true a partnership is made between an affiliate and an advertiser, but the need to change our terminology after decades of successful growth in affiliate marketing just doesn’t sit right with me.??

But honestly, it’s hard not to feel like we’re moving away from something integral to who we are when we use different language to describe what we do. I’ve decided to keep using the term “affiliate” in our business. We (at vCommission) “affiliate” to many - becoming an extension or part of our advertisers and affiliates businesses in order to deliver growth.?

Affiliate marketing has always been about trust and collaboration, and while rebranding might seem like a way to gain respect, it doesn’t change the core of what we do. It’s worth considering whether distancing ourselves from the word “affiliate” is necessary to elevate our reputation – or if there’s a way to own it with pride and improve perceptions from within.

The misunderstood power of Affiliate Marketing

Affiliate marketing has been one of the most misunderstood areas in digital marketing for years. We hear criticisms about low-quality clicks, lack of transparency, or even fraud. But here’s the thing: these challenges aren’t unique to affiliates.?

Major players like Google and Facebook also face issues with click quality and fraudulent activity, yet their brands are trusted and respected.

So why should affiliate marketing be treated differently??

Why should we feel compelled to rename our industry to gain respect? Isn’t it possible to acknowledge the flaws and still celebrate the benefits affiliate marketing brings? When managed with strategy and transparency, affiliates can deliver high-value results, building powerful partnerships that drive genuine growth.

Standing by the “Affiliate” identity

Rebranding might seem like a quick fix to shake off any negative associations, but it doesn’t address the root issues. Moving from “affiliate” to “performance marketing” might feel like a positive step forward, but it also risks diluting our identity and the history of value we’ve built.

Consider if Google rebranded every time it encountered criticism – they’d lose their identity. Instead, they continuously work on transparency, building on their reputation. We can do the same. By owning the affiliate label, we can educate brands, agencies, and consumers on the right ways to use affiliate marketing effectively.

The truth is, affiliate marketing is only as successful as the strategy and practices behind it.?

Poor practices won’t work, no matter what we call it. Rather than avoid the term, let’s demonstrate the real value affiliates bring to the table. It’s about education, setting standards, and ensuring that the industry evolves responsibly.

Education over rebranding

To change perceptions, we need education over rebranding.?

Educating the market about effective affiliate marketing can transform attitudes and drive respect for the channel. The focus should be on promoting best practices and transparency, showing what’s possible when affiliate marketing is managed with care.

When brands understand how to partner with affiliates strategically, they see genuine results. It’s about using affiliates as partners, not just another marketing channel. This approach builds trust and drives revenue, but it requires a commitment from both advertisers and affiliates to prioritize quality and open communication.

Let’s commit to owning our identity and showing what affiliates can truly achieve. Instead of running from the term “affiliate,” we should embrace it with pride and demonstrate its potential.

Looking Ahead: A decade of progress

As I look forward to attending this year’s IAS conference, I see how far we’ve come in the last decade.?

We’ve grown into a vibrant community (6000+ strong in attendance!) capable of adapting and overcoming challenges.?

From better fraud prevention to advanced tracking, we’ve made tremendous strides.?

Changing our name won’t improve our reputation – true progress will come from demonstrating value and helping the industry understand affiliate marketing’s real potential.

The future of affiliate marketing is bright. By embracing our identity, committing to transparency, and continually educating the market, we’re setting ourselves up for long-term success. Let’s use this opportunity not to rebrand, but to elevate the reputation of affiliates and showcase our value.

Here’s to the next 10 years – to staying true to who we are, to building stronger partnerships, and to celebrating the true power of affiliates.

To your continued success!