Events

6 Takeaways from Optimism 2025

At this year’s Rakuten Optimism event, leaders from across the affiliate marketing and digital advertising landscape came together to spotlight what’s working, what’s evolving, and what lies ahead. Across keynotes and panels, one message rang loud and clear: affiliate is built for this moment.

Below are key highlights and themes from this year’s event.

Takeaway 1: Trust and Value Drive Loyalty in Today’s Economy

Optimism 2025 kicked off with a special “Rewards Insider” event for a small group of Rakuten Rewards merchants. The discussions centered on navigating the evolving economic landscape and the critical role of value and loyalty for today’s consumers.

Julie Van Ullen, Chief Revenue Officer at Rakuten Rewards, highlighted a key disconnect from Rakuten and The Harris Poll research: while over half of shoppers prioritize value and price, only 5% of marketers believe consumers will abandon brand loyalty—a gap Julie noted would separate the winners from the rest.

Julie then sat down with CEO of Rakuten International, Amit Patel,for an exclusive fireside chat. Amit underscored several crucial points demonstrating Rakuten’s commitment to advancing the industry. He emphasized that retailers need to balance protecting margins with providing additional incentives (beyond price) for loyalty.

A central concern Amit highlighted was the pervasive challenge of order tracking, which directly impacts the ability to deliver consistent value and maintain consumer trust. Building on this, a crucial panel discussion later in the event, featuring Rakuten’s Head of Product and Business and Data Solutions, explored in detail how challenges like ad blockers, evolving cookie consent policies, and user behaviors such as private browsing affect accurate tracking, attribution, and the element of trust. Solving this critical problem requires a collaborative effort from all partners and is foundational to building enduring loyalty and driving the industry forward.

Attendees also got a sneak peek of the product roadmap and a captivating session with Omar Johnson, the marketing mastermind behind Beats by Dre, who provided unique, actionable insights. Johnson delved into how to effectively leverage AI in marketing strategies to understand audience interests, which in turn unlocks opportunities to build genuine connections and lasting trust.

The takeaway: Brands must prioritize providing consistent value and reliable experiences, particularly through accurate tracking and data, to earn and maintain consumer trust and loyalty.

Takeaway 2: Industry-Wide Collaboration is Key to Solving Affiliate Challenges

In his keynote, Amit set the tone with a powerful reminder: the name Rakuten literally means optimism—and that belief is more relevant than ever.

Acknowledging today’s challenging economic landscape, Patel shared that value is no longer a bonus—it’s the baseline. As consumers become more intentional with their spending, affiliate marketing is uniquely positioned to deliver the kind of smart, confidence-building experiences shoppers now expect. Whether it’s through trusted influencers, Cash Back and rewards, or seamless shopping journeys, value builds trust—and trust builds loyalty.

But optimism doesn’t mean overlooking real issues. Patel again addressed critical industry challenges such as unreliable tracking, fragmented attribution, and the undervaluation of affiliate in MMMs, calling for collective action. Rakuten is actively investing in technology to bridge tracking gaps, launching order-level transparency tools, and forming a task force to tackle these shared pain points.

The takeaway: Affiliate is built for this moment; however, overcoming persistent challenges like tracking and attribution requires a united, industry-wide collaborative effort. 

Takeaway 3: The New Rules of Measurement Demand Adaptation

Led by Joe Molnar, Chief Technology Officer at Rakuten Rewards, a dynamic panel of industry experts from Hyatt, PepsiCo, Snowflake, and Rakuten Rewards unpacked the growing challenges of measuring impact in a rapidly evolving digital environment. As privacy regulations tighten and third-party cookies fade, brands must adapt by embracing first-party data, server-to-server integrations, and attribution APIs.

Panelists highlighted the limitations of tools like MMMs in accurately reflecting affiliate’s full impact. Instead, they advocated for an ecosystem approach—one that blends methodologies to better capture cross-channel influence and performance. AI is also playing a pivotal role, surfacing insights and enabling smarter, faster optimization.

The takeaway: No single tool will solve measurement—but alignment, transparency, and cross-industry standards can move the industry forward.

Takeaway 4: AI is a Strategic Imperative, Not Just a Buzzword

Another standout session featured leaders from e.l.f., Kellanova, and Rakuten, who moved beyond the AI buzzwords to discuss how artificial intelligence is becoming a strategic imperative for marketers.

The panel emphasized that AI must solve real business problems, not simply serve as a shiny new toy. Each use case should be evaluated for monetary value, efficiency 

gains, and change management needs—and not every experiment will succeed. Transparency and a willingness to learn from failure are key.

Speakers also cautioned that while AI can turbocharge productivity, human oversight is essential—especially when it comes to content creation, brand voice, and maintaining ethical standards.

The takeaway: When deploying AI, marketers should prioritize tangible value and efficiency gains, while always maintaining crucial human oversight for ethical and brand consistency.

Takeaway 5: Loyalty is Fickle, But Not Lost 

A panel featuring leaders from Albertsons, Bilt Rewards, Bose, and Wes

tern Union—moderated by Julie Van Ullen —explored how the definition of customer loyalty is shifting in today’s value-driven climate.

According to Rakuten and The Harris Poll research, only 19% of consumers say they can comfortably pay their household bills, and 17% cannot afford necessities like food and gas. As economic headwinds tighten wallets, shoppers are re-evaluating their habits and purchase decisions. Traditional brand affinity is no longer enough—value, relevance, and personalization are non-negotiable.

The conversation underscored that modern loyalty demands flexibility. Brands that thrive will be those that meet shoppers where they are—offering relevance, transparency, and consistency across every touchpoint.

The takeaway: Loyalty is no longer guaranteed by brand affinity alone; it now hinges on brands providing the right experience and value across all touchpoints to adapt to shifting consumer priorities.

Takeaway 6: Authenticity is Your Superpower in Marketing and Life

Finally, Bozoma Saint John, Hall of Fame marketing executive and author, captivated the Optimism audience with her insights on authenticity, personal branding, and navigating change. In conversation with Keisha B. Free, Bozoma emphasized the importance of embracing one’s unique identity, even when it’s challenging, and how that authenticity fuels genuine connection. Drawing from her own experiences, from moving to a new country as a child to her groundbreaking career in marketing, she illustrated how curiosity and understanding can bridge differences. Bozoma also shared her perspective on the ever-evolving digital landscape, urging marketers to put themselves in the consumer’s shoes and to infuse their work with their personal “fingerprints.” Her keynote was a powerful call to embrace individuality, reject assimilation, and recognize the transformative power each person brings to any room.

 

The takeaway: Embracing one’s unique identity and infusing authenticity into marketing strategies are crucial for building connections with consumers.

That’s a Wrap on Optimism 2025

From rethinking measurement to embracing AI and earning trust in a volatile economy, Optimism 2025 showcased an industry in motion. The affiliate channel’s adaptability, data-driven mindset, and inherent focus on value make it well-equipped for what’s next.

Thank you to everyone who made Optimism such an incredible experience. We can’t wait to see you next year!