On June 5, Gen3 Marketing and Affiliate Summit will host a live panel on attribution, where it fails, what it costs, and how brands can fix it.

The session brings together Greg Baines (Gen3), Steven Brown (Moonpull), Todd Crawford (Impact), and Gareth Powell (Awin) for a straight look at the current state of tracking and why publishers still struggle to get credit for the sales they drive.

Title: Affiliate Attribution: Smarter Measurement for Incremental Success

Date: Thu, Jun 5, 2025
Time: 4:30 PM – 5:00 PM BST
Location: Live Webinar
Presented by: Gen3 Marketing and Affiliate Summit

Topic:

Why attribution still fails in affiliate, and what brands can do about it. The panel will cover tracking accuracy, publisher credit, and compliance standards that actually hold up.

Attribution problems cost publishers’ money and make it harder for brands to understand what’s actually working. This panel will look at:

• What breaks in the attribution chain and how it affects partner trust
• How brands are adapting to tracking and compliance requirements
• What needs to change to make sure conversions are credited properly

The goal: less theory, more examples from people solving these problems every day.

Greg Baines – Senior Vice President, Gen3 Marketing

Greg leads affiliate strategy at Gen3 and has spent over two decades working with brands to improve tracking, compliance, and partner performance. He’s worked across digital, mobile, and offline channels, helping clients fix attribution blind spots and scale what works.

Steve Brown – CEO, Moonpull

Steven has been in affiliate since the start. He founded buyat, one of the UK’s early networks, and now runs Moonpull, a platform focused on auditing and improving tracking between advertisers and publishers. His work is about fixing trust at the technical level.

Todd Crawford – Co-founder & VP Strategic Initiatives, Impact

Todd helped build the infrastructure modern affiliate runs on. As a co-founder at Impact, he’s focused on how partnerships scale, how tracking evolves, and what brands need to do to stay aligned with current standards.

Gareth Powell – Head of Customer Insights & Strategy, Awin

With 13 years of experience in the affiliate space across retail, travel, and telecoms, Gareth will share his knowledge of attribution and performance. Since joining Awin in 2021, he’s led the charge on attribution insights and played a key role in launching Awin’s attribution reporting, helping brands and publishers close the gap between data and decisions.

Attribution gaps don’t fix themselves. If you’re a brand, you’re probably leaving conversions on the table, or miscrediting the ones you do track. If you’re a publisher, you’ve likely seen your share of missing or disputed commissions.

This session is for people who want to stop guessing. It’s about what’s broken, what’s improving, and what still needs to change if affiliate is going to deliver on what it promises.

Where partnership marketing meets rollercoasters, roundtables, and relationship-building by the sea.

It’s not every day the UK affiliate marketing industry packs its bags for the seaside, but Affilifest isn’t your standard conference.

Set in the vibrant surroundings of Margate Dreamland, Affilifest 2025 signals a bold shift from the community roots of Affiliate Huddle to something even more ambitious: A space where affiliate partnerships, creativity, and performance meet rollercoasters, retro arcades, and real conversations.

The visionary behind the event is James Little, Group Commercial Director at TopCashback and a respected voice in UK affiliate marketing. A long-time advocate for transparency and meaningful connection, James wanted something less transactional and more transformational.

“We wanted to build something for the community, by the community.”

– James Little, Group Commercial Director at TopCashback

Although new in name, Affilifest is built by those who live and breathe affiliate partnerships, shaped by feedback from brands, publishers, and agencies. With its debut on the horizon, anticipation is high for an event that blends purpose with play.

For Gen3 Marketing, the world’s longest-running affiliate agency, Affilifest was a natural fit.

“The one-day format, focused agenda, and industry-recognised panels make it a must-attend for all sides of the industry.”

– Bruce Clayton, Senior Vice President at Gen3 Marketing

What makes Affilifest different isn’t just the location, though a beachfront venue with dodgems, DJs, and rollercoasters certainly sets the tone. It’s the intent behind it.

“A lot of the bigger shows have become too sales-driven,” says James. “We wanted to create something more grounded, a space where people come to actually learn, connect, and have conversations that move the industry forward.”

That philosophy runs throughout the event. From curated content to stripped-back formats, the goal is to keep things collaborative, curious, and just the right amount of unconventional, all while keeping the focus on partnerships that work.

For Gen3, events like Affilifest are more than just calendar dates, they’re opportunities to engage with the real challenges and momentum shaping the UK affiliate landscape.

“The most forward-thinking brands are now looking at affiliate as a true performance channel, not just bottom-funnel, but full-funnel,” says Greg Baines, SVP at Gen3. “That means smarter partnerships, stronger creative, and tech that can tie it all together.” He adds: “There’s a ton of noise right now, attribution debates, AI, evolving data privacy rules, and events like this give the space to step back and make sense of what really matters.”

“There’s a ton of noise right now… Events like this help us make sense of what matters.”

– Greg Baines, Senior Vice President at Gen3 Marketing

That same focus on clarity and community is core to Affilifest’s programming.

“The idea behind Affilifest is to put learning and connection at the heart of it,” says James. “We’ve created space for industry voices who don’t normally get a platform, the people who are actually doing the work, day in and day out.”

Representing Gen3 on the ground in Margate will be Mel Blue (Senior Director), Elise Landrieu-Bratu (Director), and Mikey Williams, (Senior Affiliate Manager). With over 25 years of combined experience across affiliate strategy and client services, they’ll be there not just to attend, but to listen, learn, and engage.

For Elise, it’s those behind-the-scenes conversations that offer the most value. “These events give us a chance to hear directly from partners, how they’re thinking, what they’re prioritising, and where they see the space evolving.”

“These events give us space to hear directly from partners.”

– Elise Landrieu-Bratu, Senior Director at Gen3 Marketing

That perspective carries through to Mikey, who’s especially focused on the pace of change across content, tech, and consumer behaviour.

“I’m particularly looking forward to discussions around how AI and automation are impacting publisher strategies, and the way consumer expectations are evolving across affiliate and content platforms.”

It’s a view that aligns closely with the Affilifest agenda, curated to spotlight innovation, challenge assumptions, and reflect the reality of how performance marketing is changing.

“AI and content shifts are changing the space, and Affilifest is the place to explore that.”

– Mikey Williams, Senior Affiliate Manager at Gen3 Marketing

So yes, there will be seaside views. There’ll be drinks, rides, and a little bit of that Margate magic. But Affilifest isn’t just a festival in name. It’s a moment.

A moment shaped by collaboration, creativity, and community, and grounded in something more personal.

“We needed a new venue,” says James. “And while Huddle was amazing, we’d outgrown it. As a kid, I used to go to Dreamland in Margate every year with my grandparents. When we started scouting, I thought, ‘I wonder if we could do something there.’ We saw the space and fell in love with it straight away. I mean, who wouldn’t want to run an event at a theme park?”

For James, it’s about more than nostalgia, it’s about giving the affiliate industry something it truly deserves.

“I can’t wait to make new memories there with all my affiliate friends and hopefully create a space where we can keep moving this channel forward, together.”

“Less transactional. More collaborative. That’s how affiliate has evolved, and that’s the energy we’re building at Affilifest.”

– James Little, Group Commercial Director at TopCashback

With affiliate marketers gathering from every corner of the industry, from fresh talent to seasoned veterans, the Gen3 team will be right there in the mix. Whether you’re looking to reconnect with the affiliate community, spark new affiliate partnerships, or explore the latest in affiliate marketing trends, the Gen3 team will be there ready to talk.

Affilifest takes place Thursday, May 1st at Dreamland in Margate. You can learn more or book your place at affilifest.com.

Use code GEN3 to claim 30% off your ticket!

Attending Affilifest? Reach out to the Gen3 team on the ground to connect in person and explore how we can support your affiliate strategy with smarter, performance-driven solutions.

Want to connect with Gen3? Contact us to learn more about what we can do for you.

Nikki Yorgiadis joins the Performance Marketing Associations Webinar to discuss the rise of Buy Now Pay Later in Affiliate

Earlier this month, Nikki Yorgiadis, Gen3 Marketing’s head of Publisher Development, participated in a guest panel for the Performance Marketing Association’s live webinar discussing the impact of Buy Now Pay Later (BNPL) on the affiliate channel.

The webinar followed the latest PMA Industry Survey, revealing that 37% of affiliate spend categorized as “Technology Partner” was attributed to BNPL, a significant increase from less than 1% in 2021. Since then, BNPL publishers have experienced rapid growth, often ranking among the top 10-20 publishers for merchants.

Nikki and the panel delved into various aspects of BNPL, addressing their identity, collaboration strategies, the benefits of having a BNPL partner in an affiliate program, and best practices for such partnerships.

You can watch the industry-leading conversation on BNPL’s impact in affiliate marketing through the provided link.

Buy Now Pay Later’s Impact in Affiliate

In addition to her participation in the Performance Marketing Association’s webinar, Nikki is also featured in Gen3 Marketing’s Actionable Insight podcast series titled “All About the Partnerships.” Drawing from over seven years of industry experience and a background in academic research in advertising and marketing, Nikki shares insights into the evolution of affiliate marketing and emphasizes the pivotal role of relationships in driving results.

Listen to the podcast episode here.

Gen3 Marketing is proud to announce our remarkable achievement of securing 10 nominations on this year’s US Partnership Awards shortlist.

In March, as the affiliate marketing calendar progresses, the award season begins to gain momentum. Gen3 Marketing has received recognition for their dedication and expertise in managing client programs, securing an impressive 10 shortlist nominations at this year’s prestigious US Partnership Awards.

Co-hosted by Hello Partner and PerformanceIN, the US Partnership Awards are set to take place during PI Live Miami, where they will honor individuals, companies, and technologies that foster exceptional outcome-based performance, affiliate, brand, and influencer partnerships.

Matthew Wood, the founder, emphasizes the significance of the awards stating, “They shine a spotlight on partnerships that drive customer or business value. We applaud campaigns that are creative, supportive, and serve as a catalyst for growth.

This year marks the third edition of the US Partnership Awards, building on the successful track record established by Matthew Wood and his team with groundbreaking industry events like the Performance Marketing Awards and PI Live, which have been held in London since 2006.

Gen3 Marketing has consistently been named as a finalist in the Best Agency category since the inception of the Performance Marketing Awards in 2006. Once again, we are proud to continue this trend at the US Partnership Awards with a nomination in the Best Affiliate & Partner Marketing Agency category, acknowledging the exceptional results for our valued clients.

The shortlist announcement further highlights the significant contribution of Gen3’s dedicated Performance PR team. With four nominations in the Best Performance PR category, we have underlined our ability to deliver unparalleled results for client programs across diverse verticals. The collaboration with clients, including PAX, BBQ Guys, The Bouqs, and Paravel, have innovatively driven brand awareness, secured a share of voice and increased brand reputation.

Further shortlist nominations include:

• Best Full Funnel Campaign: Boutique Rugs
• Best Use of a Small Budget: GobiHeat
• Partnership of the Year: HP Instant Ink

Additionally, Gen3 Marketing has been nominated in two new vertical-specific categories for this year’s award ceremony. Our partnership with PetSmart is featured in the Best Retail Partnership category, while the collaboration with impact.com and American Express earns the team a nomination for Best Finance Partnership.

Speaking following the announcement, Mike Tobasso, Gen3 Co-CEO shared: “We are extremely honored to be shortlisted for no less than 10 US Partnership Awards. This recognition is a testament to the demonstrated excellence our team continues to deliver during our 17th year as a category leader. 

We look forward to celebrating the achievements of the industry at the awards ceremony that will take place at the Intercontinental Miami Hotel on the evening of April 17.

The annual conference, renowned as the largest performance marketing event, sets the tone for the affiliate marketing calendar, and this year was no exception.

The Gen3 Marketing team kicked off the year with a bang, at the Affiliate Summit West in Las Vegas. One of the standout features of the three-day expo was the expert panel discussion featuring Gen3 Marketing’s Chief Growth Officer, Kerry Curran, Yesica Lepe, Director of Content Partnerships, along with Meg Kernahan from Condé Nast and Jamie Zimmerman from Gen3’s valued client, ThirdLove.

With more than a third of shoppers initiating their journey with mass media publishers, securing top placements has become more vital than ever. The discussion delved into the evolving dynamics of mass media and brand advertiser partnerships, emphasizing the need for a cutting-edge approach to stay competitive in a rapidly changing landscape.

The discussion provided attendees with actionable strategies to enhance placement rates, foster full-funnel audience engagement, and ultimately boost revenue through effective mass media partnerships.

For a sneak peek of the Gen3 Marketing team in action on stage, check out the images below or visit P is for Performance for a glimpse of the team on stage.