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New Whitepaper: Beyond the Affiliate Coupon Code

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Coupons and Deals, White Papers

New Whitepaper: Beyond the Affiliate Coupon Code

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In September, the PMA Coupons and Deals Council hosted a webinar entitled “Beyond the Affiliate Coupon Code: The Future of Deals and Discounts.” Thanks to Coupon Council Chair, Dylan Bertalli (Affiliate.com), for turning some of the highlights of that webinar into the following content.

You can download the entire whitepaper here: Beyond the Affiliate Coupon Code: The Future of Deals and Discounts

A summary of the whitepaper is found below.

Date of webinar: Tuesday, September 23, 2025
Host: Tricia Meyer, Executive Director, Performance Marketing Association (PMA)
Panelists: Brook Schaaf (CEO, FMTC), Dylan Bertalli (Partner Success Manager, Affiliate.com & PMA Coupons & Deals Council Chair), Joe Coyle (Director, Sales Partnerships, Slickdeals), Michelle Kalinowski (Director, Affiliate, NYMO & Co.)

Executive Summary

Affiliate marketing investment reached $13.63B in calendar 2024, driving an estimated $113B in ecommerce revenue. The PMA’s Industry Study indicates a structural migration from code entry at checkout toward frictionless redemption and earlier stage persuasion. The PMA’s 2025 Industry Study shows loyalty holding steady at 35% of spend while coupons contract from 16% to 10%. This white paper organizes the webinar dialogue into a research style Q&A, pairing verbatim insights from operators with corroborating evidence from the PMA study. The result is a practitioner’s map for how deals and discounts will actually work across attribution, shopper behavior, distribution, and measurement over the next planning cycle.

Methods and Sources

  • Primary qualitative source: Full transcript of the PMA webinar Beyond the Affiliate Coupon Code: The Future of Deals and Discounts (Sept 23, 2025). Quotations are reproduced verbatim with speaker attribution.
  • Primary quantitative source: PMA Industry Study 2025 (U.S. calendar year 2024). Figures referenced include channel investment by affiliate type, sector shifts, content and tech subcategories, and publisher sentiment.
  • Interpretive stance: We retain the live Q&A structure (Tricia’s prompt followed by synthesized answers) and interleave “Evidence from the PMA study” after each exchange.

Questions Asked

  • What are the key shifts you’re seeing in traditional coupon models?
  • Are advertisers shifting budget into card linked offers? What are you seeing on CLO and BNPL?
  • What consumer behavior changes are driving these shifts?
  • Have you noticed a decrease in performance from coupon partners and if so, why?
  • What adjustments are being made to attribution models?
  • Would single use or vanity codes help attribution and reduce leakage?
  • Are coupons and deals really the same? How is the deal space diverging?

Acknowledgments

Prepared for the PMA Coupons & Deals Council and industry practitioners seeking a research quality synthesis of the webinar discussion aligned to the 2025 Industry Study.

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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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