Peter has spent the last 15 years working in and an around the affiliate industry. Well known for leading one of the UK's first affiliate networks before moving into the world of tracking and data. Now the founder of Understand Digital a self funded digital business with it’s own proprietary tracking solution – ImpactTag. The business tracks around 200 million visitors each month for it’s clients helping them optimise their spend across multiple sectors. ImpactTag sits behind the scenes of many affiliate campaigns and looks at the value each affiliate really ads to a transaction.