On one level, this week’s IAB’s Affiliate and Partner Marketing Summit felt like an ‘emerging marketing channel is coming of age’ moment. Brands, agencies and publishers touting the benefits of affiliate and partnership marketing as an increasingly viable, full-funnel solution to customer acquisition, building brand awareness, understanding sentiment and consideration that benefits both sides. If only everyone could align on commission schemes, upfront versus post-delivery payments, measures of success, perceived versus realised value – and cut the gamble out, of course. Because the event also signalled another contest is brewing between what a media / publisher / influencer thinks their channel, content and reach is worth, and what brands are willing to pay for it. And just like the battles still present in many of our more mature media channels, there’s a lack of consistency around metrics, immature referral and attribution models, perceived rigidity / flexibility of commissions and payment models, and simple education all inhibiting perceptions of value and alignment.