Partner Renaissance
Source directory
All 120 sources used in the book, sorted by chapters (19 chapters). 70 different authors and organizations form the empirical basis.
Quick navigation
Part I
Foundation
Chapter 1
The emergence of the partner economy
6 sources
State of the Nation Report 2024/2025
Most comprehensive UK industry study: £1.7 billion investments, 16:1 ROI, 360 million transactions, £19 billion revenue, 9% YoY growth.
theapma.co.uk/apma-research/
The Evolution of Performance Marketing
Industry perspective on the development of the performance channel and its historical phases.
www.iabuk.com/opinions/evolution-performance-marketing
From Affiliate Networks to Modern Partnerships
First-hand perspective of a co-founder of Commission Junction on industry development.
impact.com/partnerships/from-affiliate-networks-to-modern...
History of Affiliate Marketing
Classic source on the early history of Affiliate Marketing (2000).
www.clickz.com/history-of-affiliate-marketing/76414/
Affiliate Marketing Market Report 2024
Current global market data and growth forecasts.
www.businessresearchinsights.com/market-reports/affiliate...
Affiliate Marketing Statistics 2025
Current statistics on market size, regional distribution, and industry trends.
www.publift.com/blog/affiliate-marketing-statistics
Chapter 2
Terms, systematics & roles
8 sources
State of the Nation Report 2024/2025
Most comprehensive UK industry study: £1.7 billion investments, 16:1 ROI, 360 million transactions, £19 billion revenue, 9% YoY growth.
theapma.co.uk/apma-research/
Code of Conduct Affiliate Marketing
German self-commitment and quality standards for networks, publishers, agencies, advertisers.
www.bvdw.org/zertifizierungen/affiliate-marketing-code-of...
Affiliate Marketing Focus Group
German market data: market size approx. €1.1 billion, 40,000 affiliates, 7,000 advertisers, 150 agencies.
www.bvdw.org/en/committees/affiliate-marketing/
Affiliate & Partnership Marketing Industry Review 2024
89% advertiser satisfaction with ROI, international perspective on definitions.
iabaustralia.com.au/resource/affiliate-partnership-market...
The State of Partner Ecosystems 2025
Systematic classification of partner economy, Partner Journey Framework.
www.forrester.com/blogs/the-state-of-partner-ecosystems-2...
The 2024 Influencer Marketing Report
Trust in influencers, purchasing behavior, Gen-Z preferences, 2,000 consumers surveyed.
investors.sproutsocial.com/news/news-details/2024/New-Res...
Incrementality Whitepaper
Largest Incrementality Study: 21 million consumers, 5.5 million transactions, test-control methodology.
junction.cj.com/report/affiliate-incrementality-whitepaper
Chapter 3
Strategic positioning in the marketing mix
2 sources
State of the Nation Report 2024/2025
Most comprehensive UK industry study: £1.7 billion investments, 16:1 ROI, 360 million transactions, £19 billion revenue, 9% YoY growth.
theapma.co.uk/apma-research/
Affiliate Marketing Opportunity Snapshot Study 2024
Survey of 650 marketing decision-makers: 92% rate Affiliate as effective, 78% plan expansion.
www.awin.com/us/forrester-affiliate-investment-2024
Part II
Structure of the ecosystem
Chapter 4
Value chains in transition
3 sources
The Rise of the Platform Economy (2016)
Fundamental work on platform economy and digital transformation.
issues.org/rise-platform-economy-big-data-work/
Disintermediation, Reintermediation, or Cybermediation? (1999)
Future of intermediaries in electronic marketplaces.
www.researchgate.net/publication/2506738
Market Competition in the Platform Economy (2024)
Current analysis on competition in the platform economy.
www.sciencedirect.com/science/article/abs/pii/S0148296325...
Chapter 5
Partner types & their role in the customer journey
1 sources
Multi-Touch Journey Study
Analysis: Multi-touch journeys with multiple Publishers generate 12-32% higher AOV.
junction.cj.com/
Chapter 6
Industry & employer economy
7 sources
State of the Nation Report 2024/2025
Most comprehensive UK industry study: £1.7 billion investments, 16:1 ROI, 360 million transactions, £19 billion revenue, 9% YoY growth.
theapma.co.uk/apma-research/
Affiliate Marketing Opportunity Snapshot Study 2024
Survey of 650 marketing decision-makers: 92% rate Affiliate as effective, 78% plan expansion.
www.awin.com/us/forrester-affiliate-investment-2024
Affiliate Marketing Focus Group
German market data: market size approx. €1.1 billion, 40,000 affiliates, 7,000 advertisers, 150 agencies.
www.bvdw.org/en/committees/affiliate-marketing/
AdEx Benchmark Report 2024
European digital advertising market volume: €118.9 billion, +16% YoY.
iabeurope.eu/iab-europes-2024-adex-benchmark-report-europ...
Global Affiliate Market Report 2024/2025
Global market: USD 18.5 billion, regional market shares, CAGR 8.5%.
www.cognitivemarketresearch.com/affiliate-market-report
Affiliate Marketing Statistics 2025
Data on employment and salaries in the affiliate sector.
www.hostinger.com/tutorials/affiliate-marketing-statistics
Key Affiliate Marketing Statistics 2025
Breakdown by market segments: Retail 48%, Telecom 19%, Travel 13%, Finance 8%.
www.fintelconnect.com/blog/affiliate-marketing-statistics/
Part III
Economic mechanisms
Chapter 7
Efficiency, incrementality & economic principles
6 sources
State of the Nation Report 2024/2025
Most comprehensive UK industry study: £1.7 billion investments, 16:1 ROI, 360 million transactions, £19 billion revenue, 9% YoY growth.
theapma.co.uk/apma-research/
Affiliate Marketing Opportunity Snapshot Study 2024
Survey of 650 marketing decision-makers: 92% rate Affiliate as effective, 78% plan expansion.
www.awin.com/us/forrester-affiliate-investment-2024
Affiliate & Partnership Marketing Industry Review 2024
89% advertiser satisfaction with ROI, international perspective on definitions.
iabaustralia.com.au/resource/affiliate-partnership-market...
Incrementality Whitepaper
Largest Incrementality Study: 21 million consumers, 5.5 million transactions, test-control methodology.
junction.cj.com/report/affiliate-incrementality-whitepaper
FUSE Incrementality Q4 2024 Data
Incrementality measurement of different partner types, over-/under-attribution.
partnercentric.com/
Insights from the 2024 IAB Report
Advertiser satisfaction and ROI metrics in the Australian market.
blog.commissionfactory.com/affiliate-marketing/insights-f...
Chapter 8
Economic influences of Partner Marketing
8 sources
State of the Nation Report 2024/2025
Most comprehensive UK industry study: £1.7 billion investments, 16:1 ROI, 360 million transactions, £19 billion revenue, 9% YoY growth.
theapma.co.uk/apma-research/
Affiliate Marketing Opportunity Snapshot Study 2024
Survey of 650 marketing decision-makers: 92% rate Affiliate as effective, 78% plan expansion.
www.awin.com/us/forrester-affiliate-investment-2024
The Evolution of Performance Marketing
Industry perspective on the development of the performance channel and its historical phases.
www.iabuk.com/opinions/evolution-performance-marketing
Global Affiliate Market Report 2024/2025
Global market: USD 18.5 billion, regional market shares, CAGR 8.5%.
www.cognitivemarketresearch.com/affiliate-market-report
Growth and Resilience through Ecosystem Building (2023)
Forecast: $70-100 billion ecosystem value pool by 2030.
www.mckinsey.com/capabilities/growth-marketing-and-sales/...
State of Partner Marketing Study 2024
Empirical study on partner marketing strategies, ROI measurement, budget development.
foundryco.com/research/partner-marketing/
Global Views on Affiliate Marketing 2024
International Perspectives on Affiliate Marketing.
www.awin.com/gb/sector-insights/affiliate-marketing-globa...
Raise the Stakes on Affiliate Investment (2017)
21% higher repurchase rate for affiliate-acquired customers.
junction.cj.com/article/raise-stakes-affiliate-investment...
Chapter 9
Market transparency, information economy & pricing
5 sources
The Economics of Information (1961)
Fundamental work on search cost theory and information asymmetries.
www.jstor.org/stable/1829263
The Market for Lemons (1970)
Fundamental work on quality uncertainty and market mechanisms.
www.jstor.org/stable/1879431
Online Comparison Tools Market Study
Regulatory investigation into price comparison portals.
www.gov.uk/cma-cases/online-comparison-tools-market-study
Sector Inquiry Comparison Websites
German sector study on comparison portals.
www.bundeskartellamt.de/
Part IV
Societal Mechanisms
Chapter 10
Trust as the foundation of digital markets
2 sources
Trust Barometer 2024/2025
Global trust study focusing on digital markets.
www.edelman.com/trust/trust-barometer
Chapter 11
Societal Influences of the Partner Economy
6 sources
State of the Nation Report 2024/2025
Most comprehensive UK industry study: £1.7 billion investments, 16:1 ROI, 360 million transactions, £19 billion revenue, 9% YoY growth.
theapma.co.uk/apma-research/
Affiliate Marketing Opportunity Snapshot Study 2024
Survey of 650 marketing decision-makers: 92% rate Affiliate as effective, 78% plan expansion.
www.awin.com/us/forrester-affiliate-investment-2024
The 2024 Influencer Marketing Report
Trust in influencers, purchasing behavior, Gen-Z preferences, 2,000 consumers surveyed.
investors.sproutsocial.com/news/news-details/2024/New-Res...
Creator Economy Market Size Report (2024)
Over 400 million creators worldwide, $191.55 billion market value, forecast 1 trillion by 2034.
market.us/report/creator-economy-market/
Media Pluralism Monitor 2024
Concentration risks, threats to editorial independence in Europe.
cmpf.eui.eu/media-pluralism-monitor-2024/
Gig Economy Statistics and Market Trends (2024)
27.7 million full-time self-employed in the USA, income structures.
www.upwork.com/resources/gig-economy-statistics
Chapter 12
Media landscape, algorithmic public sphere & democratic narratives
7 sources
Digital News Report 2024
Global news usage, 47 markets, platform behavior, news influencers.
reutersinstitute.politics.ox.ac.uk/digital-news-report/2024
The Platformization of the Public Sphere (2024)
Transformation of the public through digital platforms, algorithmic logics.
journals.sagepub.com/doi/10.1177/01914537231203535
Echo Chamber Research Review (2025)
Systematic analysis of echo chamber research.
link.springer.com/article/10.1007/s42001-025-00381-z
Filter Bubbles and Echo Chambers (2025)
Impact on youth and democratic discourse.
www.mdpi.com/2075-4698/15/11/301
Persuasive Power of Social Media Influencers (2024)
Impact on brand perception and purchasing behavior, Elaboration Likelihood Model.
www.nature.com/articles/s41599-023-02512-1
Rethinking the Filter Bubble (2024)
Differentiated consideration of protective functions of algorithmic curation.
journals.sagepub.com/doi/10.1177/20539517241231276
Can Democracy Survive the Disruptive Power of AI? (2024)
AI impacts on democratic processes and misinformation.
carnegieendowment.org/research/2024/12/can-democracy-surv...
Chapter 13
Transparency, fairness & consumer protection
5 sources
Code of Conduct Affiliate Marketing
German self-commitment and quality standards for networks, publishers, agencies, advertisers.
www.bvdw.org/zertifizierungen/affiliate-marketing-code-of...
Digital Services Act
Transparency requirements for online platforms, Article 26 on advertising transparency.
commission.europa.eu/strategy-and-policy/priorities-2019-...
Transparency & Consent Framework Policies
Policy text with definitions, requirements for CMPs, vendors, and publishers.
iabeurope.eu/iab-europe-transparency-consent-framework-po...
Understanding TCF v2.2
Changes in version 2.2, legitimate interest for advertising personalization.
iabeurope.eu/understanding-the-upcoming-transparency-cons...
Influencer Advertising Guidance
Guidelines for advertising labeling in influencer marketing.
www.asa.org.uk/
Part V
Risks
Chapter 14
Technological Risks
10 sources
Third-Party Cookie Deprecation Guide (2024)
Google Chrome timeline and its impact on Affiliate Marketing.
cookieinformation.com/resources/blog/top-13-questions-abo...
Cookieless Affiliate Tracking Guide (2024)
Server-Side Tracking as a solution for cookie deprecation.
stape.io/blog/the-impact-of-third-party-cookie-deprecatio...
Cookie Deprecation Prepare Guide (2024)
Impact on brands, publishers, and consumers.
www.experian.co.uk/blogs/latest-thinking/guide/cookieless...
Economic Impact of Opt-in vs Opt-out (FTC Study 2024)
ATT impacts: billions of ad impressions, 19 countries, 55% decline in trackable users.
www.ftc.gov/system/files/ftc_gov/pdf/3-Skiera-Economic-Im...
AI Overviews Click Study (2025)
68,879 search queries, 900 users, halving of click rates with AI Overviews.
www.pewresearch.org/short-reads/2025/07/22/google-users-a...
AI Content Study (2025)
74% of new websites contain AI content (900,000 pages analyzed).
ahrefs.com/blog/what-percentage-of-new-content-is-ai-gene...
The Agentic Commerce Opportunity (2025)
Forecast: $1 trillion US market for AI-driven commerce by 2030.
www.mckinsey.com/capabilities/quantumblack/our-insights/t...
ChatGPT 800M Weekly Active Users (2025)
Sam Altman confirms 800 million weekly users.
techcrunch.com/2025/10/06/sam-altman-says-chatgpt-has-hit...
Model Collapse (Nature 2024)
Scientific basis for Model Collapse in AI training.
www.nature.com/articles/s41586-024-07566-y
Chapter 15
Economic risks
4 sources
State of the Nation Report 2024/2025
Most comprehensive UK industry study: £1.7 billion investments, 16:1 ROI, 360 million transactions, £19 billion revenue, 9% YoY growth.
theapma.co.uk/apma-research/
Affiliate Marketing Market Report
Market concentration: Top 10 networks control 75% of the market.
www.verifiedmarketresearch.com/
Amazon Associates Commission Cuts Analysis
Amazon Associates Provisions Cuts: from 8% to 3% in key categories.
ahrefs.com/blog/
Chapter 16
Societal Risks
7 sources
Media Pluralism Monitor 2024
Concentration risks, threats to editorial independence in Europe.
cmpf.eui.eu/media-pluralism-monitor-2024/
Dark Side of Social Media Influencers (2025)
Negative impacts on marketing and consumer behavior.
www.port.ac.uk/news-events-and-blogs/news/new-research-un...
FOMO and Materialism (2024)
Social Media Influencers and conspiratorial consumption behavior.
www.sciencedirect.com/science/article/pii/S2405844024124188
Dark Side of Social Media (2022)
Materialism and consumer behavior.
www.frontiersin.org/journals/psychology/articles/10.3389/...
Impulse Buying Behaviour (2024)
Influence of influencers on impulse purchases.
www.nature.com/articles/s41599-024-03796-7
Manipulative Intent in Influencer Marketing (2025)
Factors of manipulation perception.
www.sciencedirect.com/science/article/abs/pii/S0160791X25...
Media Concentration in the EU (2024)
Regulation of media concentration and platform power.
policyreview.info/pdf/policyreview-2024-4-1813.pdf
Part VI
Future & strategy
Chapter 17
The Renaissance of Partnership
8 sources
State of the Nation Report 2024/2025
Most comprehensive UK industry study: £1.7 billion investments, 16:1 ROI, 360 million transactions, £19 billion revenue, 9% YoY growth.
theapma.co.uk/apma-research/
Brand Collaboration Revenue Study (2023)
Brands with a partnership focus: 50% revenue growth, 28% total revenue through partnerships.
tapfiliate.com/blog/brand-collaboration/
Long-Term Influencer Partnerships (2023)
12+ months partnerships: 300% more engagement, 40-60% lower content costs.
www.5wpr.com/new/building-long-term-influencer-partnershi...
Direct Brand Partnerships (2024)
30-40% higher conversion rates for direct partnerships.
www.affiversemedia.com/the-rise-of-brand-to-brand-partner...
Consumer Attitudes to Co-Branding (2021)
71% of consumers like co-branding partnerships.
www.prnewswire.com/news-releases/71-of-consumers-enjoy-co...
Digital Partnership Success Formula 2025
Top 18 Brands with Strategic Approach: +10% YoY Growth.
www.thedrum.com/open-mic/your-digital-partnership-success...
Open Industry Letter 2024
Industry commitment to quality standards and first-party tracking.
theapma.co.uk/open-industry-letter/
APMA Launch 2023
Founding of APMA and strategic orientation towards industry standards.
www.accelerationpartners.com/resources/apma-launch-raises...
Chapter 18
The Partner Marketing Framework 2030
3 sources
The Agentic Commerce Opportunity (2025)
Forecast: $1 trillion US market for AI-driven commerce by 2030.
www.mckinsey.com/capabilities/quantumblack/our-insights/t...
Digital Markets Act
Regulatory framework for gatekeeper platforms and transparency.
digital-strategy.ec.europa.eu/en/policies/digital-markets...
Chapter 19
Recommendations for brands, publishers, agencies & regulation
13 sources
State of the Nation Report 2024/2025
Most comprehensive UK industry study: £1.7 billion investments, 16:1 ROI, 360 million transactions, £19 billion revenue, 9% YoY growth.
theapma.co.uk/apma-research/
Code of Conduct Affiliate Marketing
German self-commitment and quality standards for networks, publishers, agencies, advertisers.
www.bvdw.org/zertifizierungen/affiliate-marketing-code-of...
State of Partner Marketing Study 2024
Empirical study on partner marketing strategies, ROI measurement, budget development.
foundryco.com/research/partner-marketing/
AI Content Study (2025)
74% of new websites contain AI content (900,000 pages analyzed).
ahrefs.com/blog/what-percentage-of-new-content-is-ai-gene...
The Agentic Commerce Opportunity (2025)
Forecast: $1 trillion US market for AI-driven commerce by 2030.
www.mckinsey.com/capabilities/quantumblack/our-insights/t...
ChatGPT 800M Weekly Active Users (2025)
Sam Altman confirms 800 million weekly users.
techcrunch.com/2025/10/06/sam-altman-says-chatgpt-has-hit...
Attribution Audit 2025
Network support for early-funnel affiliates.
theapma.co.uk/apma-audit-shows-network-backing-for-early-...
Performance measurement with first-party technologies
Technical Guide to GDPR-Compliant Attribution.
www.bvdw.org/news-und-publikationen/leistungsmessung-mit-...
Endorsement Guidelines 2024
Affiliate Disclosure Rules, up to $51,744 penalty per violation.
federal-lawyer.com/ftc-defense/affiliate-disclosure/
Affiliate Program Compliance Guide 2025
Framework for program integrity and fraud prevention.
iabaustralia.com.au/resource/affiliate-marketing-commissi...
Guide to Quality 2024
Viewability, brand safety, ad fraud, sustainability, data protection.
iabeurope.eu/iab-europes-updated-guide-to-quality-2024/
Publishers' Program 2024
Revenue-sharing model for Publishers with $42.5 million revenue pool.
www.perplexity.ai/hub/blog/introducing-the-perplexity-pub...
Chapter 19 (Outlook)
Scenarios, open questions and social responsibility
9 sources
State of the Nation Report 2024/2025
Most comprehensive UK industry study: £1.7 billion investments, 16:1 ROI, 360 million transactions, £19 billion revenue, 9% YoY growth.
theapma.co.uk/apma-research/
Digital Services Act
Transparency requirements for online platforms, Article 26 on advertising transparency.
commission.europa.eu/strategy-and-policy/priorities-2019-...
AI Overviews Click Study (2025)
68,879 search queries, 900 users, halving of click rates with AI Overviews.
www.pewresearch.org/short-reads/2025/07/22/google-users-a...
AI Content Study (2025)
74% of new websites contain AI content (900,000 pages analyzed).
ahrefs.com/blog/what-percentage-of-new-content-is-ai-gene...
The Agentic Commerce Opportunity (2025)
Forecast: $1 trillion US market for AI-driven commerce by 2030.
www.mckinsey.com/capabilities/quantumblack/our-insights/t...
Digital Markets Act
Regulatory framework for gatekeeper platforms and transparency.
digital-strategy.ec.europa.eu/en/policies/digital-markets...
Publishers' Program 2024
Revenue-sharing model for Publishers with $42.5 million revenue pool.
www.perplexity.ai/hub/blog/introducing-the-perplexity-pub...
The future of affiliate marketing (2025)
German industry perspective on trends and forecasts.
www.bvdw.org/news-und-publikationen/zukunft-im-affiliate-...
DMA and DSA Analysis (2025)
Regulatory developments and transatlantic tensions.
www.gmfus.org/news/eus-digital-markets-act-and-digital-se...
Status: January 2026
This website complements the book Partner Renaissance. All content serves to categorize, deepen, and update.
This website complements the book Partner Renaissance. All content serves to categorize, deepen, and update.