Reliable market figures for Germany for the first time
Until now the affiliate industry in Germany has relied largely on estimates and individual studies from single providers. The new APMC survey within the BVDW provides a consolidated set of figures for the first time, based on actual data submissions from 13 leading networks, including Awin, CJ, Tradedoubler, Webgains and Adcell. For advertisers this means more reliable benchmarks for budget planning, remuneration models and channel comparisons, instead of having to rely on gut feeling or the figures of a single network.
Consolidation in the network market: Tradedoubler becomes NYORDA
At the same time, the listed company Tradedoubler AB is carrying out a formal rebrand: at group level it now operates as NYORDA AB. Tradedoubler, Metapic, Appiness, Retail Bridge Media and EmnaAI will be bundled under this umbrella in future. The rebrand is more than cosmetic. It signals a strategic realignment towards a broader portfolio of classic affiliate tracking, content and cashback models as well as AI supported publisher solutions.
What this means for advertisers
The combination of official market figures and network consolidation changes the starting position for affiliate programmes in two ways. First, performance and remuneration structures can now be measured against a genuine market average for the first time. Second, individual network groups are increasingly bundling several publisher models under one roof, which can shift negotiating power, tracking technology and the publisher mix in existing programmes.
Recommended actions
- Review existing affiliate remuneration models against the new APMC market figures and adjust them where necessary.
- Reassess network contracts and your publisher mix in light of the consolidation (for example the NYORDA portfolio).
- Check whether new publisher models such as cashback via mobile gaming or AI supported publisher offerings are relevant for your own programme.
- Set up your reporting so that your own metrics can be compared with the APMC industry figures on an ongoing basis.
Conclusion
Official market figures for the first time, together with visible consolidation of the network landscape, give affiliate programmes a new basis for comparison, and force advertisers to measure existing setups actively against the market rather than relying on structures that have simply grown over time.
Want to review your affiliate programme against the current market figures? Book a free initial consultation.
