Italy's affiliate marketing landscape in 2026 shows a significant shift towards longer cookie durations, averaging 30 days. This change aims to improve attribution accuracy and boost conversions, aligning with global trends. The sector has seen rapid growth, with over 120,000 active marketers leveraging digital channels to reach consumers effectively. Increased investment and technological advances have contributed to higher engagement and revenue, positioning Italy as a competitive player in the European digital economy.
The improved affiliate metrics, including a 3.8% conversion rate and €1.4 billion in revenue, demonstrate the sector's maturity. Longer cookie durations have played a key role in enhancing campaign performance, making affiliate marketing more attractive to brands. As Italy continues to digitize, the share of digital ad spend allocated to affiliate marketing approaches 20%, indicating its vital role in the country's advertising ecosystem.