One week on from the IAB’s First Performance Affiliate Conference

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On Wednesday January 25th, The IAB hosted it’s first ever Performance Affiliate Conference showcasing a range industry of panels, talks and insights.

Set within the walls of London’s British Museum, this milestone event not only demonstrated how much the affiliate channel has grown, but perhaps more importantly, how seriously it is now viewed by the wider channels.

The free event hosted an action-packed agenda with brand speakers taking to the stage throughout the day. The first session was a sponsors’ panel introduced by The IAB’s Head of Industry Programmes, Clare O’Brien and chaired by The IAB’s ex-CEO, Guy Phillipson. Steve Wilson of BT followed by sharing a client’s view of the industry and responding to those criticisms often faced within the industry, stating: ‘we need to bust the myths around lack of incrementality in the Affiliate channel’.

Ido Padani, CCO of Maple Syrup Media continued discussions after the first break of the day, expressing how important it is to understand engagement, followed by fireside chats with Tesco and Saltrock. Talks from Lloyds and the co-founder of Secret Escapes followed, complemented by speaker sessions from Quidco and Intu. PwC also gave an overview of how the UK is continuing to drive digital marketing adoption.

After the lunch break, the second half of the day saw installments from more traditional publishers, as’s, Claire Davenport explained how to survive disruption and a second fireside chat got underway with Russel Carter, Head of Content Commercialisation at Trinity Mirror and Jo Holdaway,

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