Building Better Connections at Affiliate Summit West 2026

The value of Affiliate Summit is subtly changing for me as time goes on. As I mentioned in my previous post about Affiliate Summit East 2025, this is a tradeshow I have regularly attended since 2011.

Affiliate Summit 2011 and the next few years consisted of long days at the Meet Market, delicious dinners with clients, and bottle service into the wee hours of the morning. We walked away exhausted, but with core experiences shared. Sure, those experiences may have been at a night club that we (figuratively) fought to get in to, and may have included shuffling (remember when LMFAO came years ago?), but they were meaningful, nonetheless.

As I reflect on the Meet Market in those early days, I remember it being full of affiliate networks that were exhibiting with the ambition to shake hands with brands and affiliates both. Back then, most of the exhibitors were affiliate networks, many of whom still call CAKE and TUNE “home” —  and that means the world to us.

Then Versus Now

Fast forward to January 2026. The landscape has dramatically shifted, from a few major players to a wide net of minor and major characters: payment solutions; vendors tracking the customer journey across calls, texts, and web; AI this and that; anti-fraud tools and services; and the list goes on.

So if this is who is exhibiting, then who is walking the floor?

Who were we hoping to see walking the floor?

Were the brands out on display, ready to learn about the latest technologies? Not exactly. If anything, it’s the opposite. I heard from several of my brands that they turn their badge around to hide their logo out of fear of being jumped.

My point: Affiliate Summit is still a place where performance marketers come to the table, but the landscape has diversified and isn’t as focused or straightforward as it used to be.

The Slow Shift

For attendees, the purpose of the show in 2026 is simply different than in 2011. Most of my meetings this year were with individuals who didn’t purchase a badge or who were in Vegas primarily to meet with current partners. They weren’t there for new business.

Personally, we’ve shifted from the days of bottle service to a (third annual) happy hour, where we get to thank our customers face to face and introduce them to our other guests, hopefully sparking the start of more great relationships within the industry.

And that’s just it. The nature of our industry requires a certain level of experience and intentionality to help each other thrive. It’s not enough that I know you operate in the home services space. I also know you generate your leads from this source and distribute them in this way and have a unique partnership with this vendor, and all of that combined is what makes you a good fit for that company over there. So let’s get you two introduced, so you can get to business.

I’m also observing a shift in focus from the conference itself. A quick anecdote that supports this: Last year, I was able to pay for a private meeting table in a quiet space to meet with customers and prospects. It was great! I want to do that every show, and tried to do it this year. But that option is no longer available for vendors.

Where We’re Going

At every Affiliate Summit, I continue to learn from the industry and from my customers. And what I heard this year was consistent with previous shows, and we’re already acting on a lot of that feedback.

The most consistent piece of feedback my team received was around connections. And it’s not as simple as having a directory of “Who’s who on [insert platform here].” It’s a more intentional ask, knowing that we know our customers’ businesses. As a result, we’re running an experiment and throwing our first local meetup. (More to come on that.)

In addition to the hearing about the value of the connections we create, I’m always flattered and validated to hear that customer service is not a feature, but a necessity, and that our teams continue to excel in this area.

Moving forward, our conference strategy is changing. We will be at Affiliate Summit East 2026, and we’re already planning on being in Vegas for Affiliate Summit West 2027. We will purchase fewer badges, and we won’t have a table. Instead, you may find yourself being invited to a hotel suite for an escape from the hustle and bustle of the show for a drink, a snack, and a catch-up. And of course, we’ll be throwing another fantastic happy hour for all our customers and anybody from the industry who wishes to know a bit more about CAKE and TUNE.

See you at the show.