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Announcing the 2026 Performance Marketing U.S. Brand Survey Results

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Industry News and Events, Meausurements and Insights Council, White Papers

Announcing the 2026 Performance Marketing U.S. Brand Survey Results

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We are thrilled to announce the official release of the 2026 Performance Marketing U.S. Brand Survey. Conducted by the PMA Measurements and Insights Council between April and June, this comprehensive report polls in-house managers, agencies, and networks to capture a true snapshot of our industry over the last 12 months.

The affiliate landscape is in a state of rapid transition. While program growth remains incredibly strong, how those programs are managed, where budgets are allocated, and how success is measured look remarkably different than they did just two years ago when we did our last Brand Survey.

Here is a sneak peek at some of the key takeaways from this year’s report:

  • AI Has Officially Entered Affiliate Strategy: AI it is actively shaping partnerships. Around 60% of respondents report that they are already intentionally prioritizing content partnerships designed to influence AI-generated search results and LLMs. However, the measurement infrastructure hasn’t quite caught up, with most programs relying on basic brand mentions rather than dedicated AI visibility tools.
  • The Publisher Mix is Evolving (And Showing a Revenue/Spend Divide): Where programs make their money and where they spend it are diverging. Cashback and Loyalty platforms have cemented their position as the dominant revenue drivers for programs, while Technology Solutions have seen significant growth. Despite this, marketing spend is increasingly moving up the funnel, shifting heavily away from Coupons and toward Content, Influencer, and Creator partnerships.
  • Programs Are Getting More Complex and Selective: The era of simply adding as many publishers as possible is over. Programs are focusing on quality over quantity. We found that fewer programs are allowing toolbars, extensions, and subnetworks compared to 2024, signaling an increased focus on governance and partner relationships. Furthermore, the number of businesses utilizing multiple affiliate platforms has more than doubled, jumping from just under 9% to nearly 20%.
  • Measurement Remains Traditional: Even as programs invest heavily in top-of-funnel partnerships, attribution practices remain stubbornly anchored to legacy models. Almost 80% of respondents still utilize last-click attribution, and the vast majority rely almost entirely on native affiliate platform reporting as their primary source of truth rather than multi-touch or cross-channel analytics.

The 2026 survey reinforces that operational success in performance marketing today requires bridging the gap between bold strategic intent and data maturity.

Want to dive into the full data?

The complete 2026 Performance Marketing Brand Survey includes deeper breakdowns on click-active publisher trends, program age dynamics, specific sector comparisons, and more.

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Tricia Meyer

Tricia Meyer is an attorney and affiliate marketer. She is the founder and owner of Helping Moms Connect as well as the current Executive Director of the Performance Marketing Association. She is the co-owner and primary white wine drinker of the Wine Club Group.
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