(805) 233-7987

364 East Main St. Suite 444 Middletown, DE 19709


PMA Tracking Standards Council

Chair: Jeff McCollum, President/Founder, CAKE

Bio: Instrumental in the development and standardization of business rules and communication protocols for the performance marketing industry, Jeff McCollum brings over 15 years of digital marketing experience, with an emphasis in lead generation. Founder of the Accelerize New Media Affiliate network, Jeff gained considerable insight into the performance marketing and lead generation marketplaces. Leveraging his industry knowledge and recognizing a need for a more scalable and accurate tracking and analytics solution that made business operations more efficient, Jeff sold the Affiliate network in 2011 and created the CAKE SaaS platform. Fulfilling his passion for technology and innovation, Jeff excels at providing cutting edge and usable solutions to Advertisers, Affiliates and enterprise brands. Jeff received his Bachelor degree from the University of Southern California and shortly after began his career at Netscape and NBCi.

Mission Statement:

Standardize interoperability among tracking platforms, create and implement universal documentation and facilitate an open community where standardization opportunities are explored.

The Tracking Standards council has established the goals to:

  • Improve efficiency within the performance marketing ecosystem
  • Implement tracking standards to prevent common tracking discrepancies
  • Mitigate fraud using standard principles
  • Facilitate open access to platform-agnostic resources


Meetings: 4th Thursday of every month

Council Members