PMA Council Spotlight: Industry Advancement
FollowWe recently launched a new series to help everyone get to know our councils. The councils are our PMA member groups that meet monthly to talk about industry issues and create resources such as whitepapers, blog posts, and webinars.
Today we are spotlighting the Industry Advancement Council. Click here to read more about the council, including its goals and a list of all of its members.
Mission: To raise the level of knowledge, awareness and opportunities available through performance based advertising/marketing model. This Council will elaborate on best practices and standards that can be leveraged by both internal and external industry professionals.
This council is chaired by: Choots Humphries, LinkConnector
Some of the things the council has discussed in the last year:
- Webinar: Creating a Blueprint for 2026 Success: Strategic Collaboration to Retain and Grow Partnerships
- Webinar: Influencer Marketing and Affiliate: Tracking Strategies Beyond the Click
- Performance Marketing Glossary
- Industry challenges with attribution
- Tariff effects on affiliate marketing industry
- Challenges of working with subnetworks
- Toolbar issues and Google’s 2025 Chrome extension policy change
- Host annual Holiday Happy Hours for PMA members
Some words from our council members:
- Choots Humphries, CEO & President, LinkConnector: “Always a lively discussion by top industry leaders on current topics of interest for our industry with a strong willingness to advance knowledge of such through educational materials and webinars.”
- Chris Coppola, Founder, Coppola Consulting: “I’m excited to be part of the Industry Advancement Council. It’s been great connecting with others who are passionate about growing and improving performance marketing. As a new member, I’m enjoying learning from the group and contributing fresh ideas along the way.”
- Jake Fuller, CEO, JEBCommerce: “Being surrounded by industry veterans who openly share ideas and insights is incredibly rewarding. The council provides a rare space to collaborate, challenge assumptions, and shape the future of affiliate marketing while connecting with the people driving it forward.”
- Dania Nasib, Program Strategist, Acceleration Partners: “I love the thought leadership that comes out of this council and the opportunities for collaboration that I’ve seen!”
- Cassandra Scarbeck, VP of Brand Partnership, InfluenceLogic: “Being a PMA member gives me space to debate ideas and contribute insights that make me and the performance marketing industry smarter & more effective. It’s always inspiring to connect with colleagues while serving on two different councils. Speaking as a panelist on several webinars to advance ideas and share best practices has been a highlight!”
- Joey Asleson, Founder, Asleson Communications: “I love this council because we’re truly shaping the future of our industry together. The collaboration and shared mission push me to think bigger and contribute meaningfully. And honestly, the best part is the people—seeing familiar faces at every event, laughing between sessions, and realizing even “competitors” can be teammates in this space.”
My personal favorite thing about this council: It’s a big group with different backgrounds and voices that loves to tackle anything and everything that is new or problematic in the industry. They aren’t afraid to share their opinions and learn from each other.
Find out how you can get more involved with the PMA and its councils!
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