Affiliate and partner marketing are often referred to as digital's best-kept secret. It drives a remarkable 10% of all UK e-commerce sales, offering brands a pay-for-performance model that maximizes returns. In an age where advertisers are vying for efficiency and measurable outcomes, what's not to like about a channel that delivers this kind of value? Yet, despite its effectiveness, the affiliate channel is sometimes overshadowed by flashier marketing solutions. The APMA set out to do just that, and with the release of their report: State of the Nation 2024: Affiliate and Partner Marketing, let's explore why affiliate marketing deserves its rightful place at the forefront of any advertising strategy.