To explore the trends, strategies and challenges that will define the landscape of this discipline in 2025, we have the insight and input of Lucía Redondo , from Tradedoubler , a global affiliate marketing network with 20 years of experience in innovation.
This analysis is part of our “2025 Trends Special” , in which 28 industry experts preview everything that is coming in the world of marketing and eCommerce for this year, which has just begun
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Partner marketing is emerging as one of the most profitable channels
According to a study by IAB Spain, affiliate marketing moj database a growth of 38% in 2023. By 2027, the sector is estimated to reach a global valuation of 27 billion dollars .
This growth will be driven by the alliance with influencers, the inclusion of interactivity and gamification in strategies, the use of generative artificial intelligence in the personalization of experiences, mobile marketing and adaptation to new privacy regulations worldwide (especially the regulations of the European community, which are among the strictest). We expand on each of these points.
Influencers as strategic allies
Influencer marketing will continue to play a central role in the partner marketing strategy, with a balance between high-reach profiles and micro-influencers that provide authenticity and segmentation.
Platforms like Instagram, TikTok and YouTube allow you to measure key metrics like clicks, sales and return on ad spend (ROAS), which reinforces their effectiveness for both branding and conversion campaigns. The ability of influencers to connect with specific audiences and build trust makes this collaboration a fundamental pillar of modern partner marketing.
Content transformation and gamification
Another factor that will drive this strategy is the rise of multimedia content and gamification. Branded content , or Content2Commerce , is gaining popularity as a tool to generate conversions while strengthening the emotional bond with brands. This format has grown by 19.3% compared to the previous year and will continue to evolve towards more dynamic experiences, with the use of short videos, interactive games and engagement elements designed to capture the consumer's attention.
Adapting to a cookieless environment
In an increasingly privacy-conscious world, partner marketing also faces significant challenges. The elimination of third-party cookies and regulations such as GDPR force brands to look for ethical alternatives to collecting and using data. First-party data, generated directly through interactions with users, is positioned as the most viable solution, highlighting the importance of building relationships based on trust and transparency.
Hyperpersonalization and artificial intelligence
Artificial intelligence will play a key role in personalizing content and experiences. AI will enable advanced audience segmentation, personalized recommendations and real-time campaign optimization, improving conversion and retention rates.