Awin’s partner recognition highlights Rokt’s transaction-moment model, its reported growth and the questions facing commerce media.
Awin included Rokt in its 2026 Power 100, a showcase of 100 partners it identifies as among the most innovative on its platform. The recognition provides a starting point for examining Rokt’s approach to reaching shoppers during the purchase process. It is a selection by a commercial partner network, rather than an independent assessment of Rokt’s financial performance.
Awin also interviewed Rayan Nahas, Rokt’s vice president of channel partnerships, at its ThinkTank Americas event. His comments explain the company’s view of its model and its relationship with the affiliate network.
What Rokt actually does
Founded in Sydney in 2012 and now run from New York, Rokt built its business around a single slice of the shopping journey it calls the transaction moment: the high-intent stretch that runs from the moment a shopper selects an item through to the confirmation page. The premise is that a customer who has just decided to buy is unusually receptive to a second, relevant offer, and that the confirmation page is prime real estate most retailers leave fallow. The decision of what to show, if anything, runs through Rokt Brain, the company's AI engine. As Nahas framed it, the discipline is restraint as much as reach. The system clears a relevance bar before it shows anything, and “sometimes the most relevant decision is to show nothing at all.”
The flywheel
Nahas describes the model through a mechanism Rokt calls its flywheel. In the company’s account, relevant offers can support a reinforcing relationship between shoppers, advertisers and merchants. Its premise is that a shopper shown a relevant offer is likelier to convert. A conversion turns the advertiser into a satisfied acquirer of new customers, which encourages more spend. More advertiser spend lets the merchant hosting the offer monetize its own checkout more effectively, which funds a better customer experience, which pulls more shoppers into the loop. That circular logic is the operational face of a philosophy the company sets out in its business of relevance writing: relevance is not a feature bolted onto commerce but the thing that makes the economics turn.
The role of the affiliate channel
Nahas identifies rising customer-acquisition costs and difficulty attributing sales as challenges for advertisers. An affiliate network is one answer, because it lets a brand recruit new partners and scale acquisition quickly, and Rokt's fit inside Awin has deepened through a technical integration called the MasterTag. The detail matters more than it sounds. Relevance depends on signal, and the only way Rokt can choose a good offer is by learning how similar offers performed for similar shoppers. According to Nahas, the MasterTag integration lets participating advertisers pass richer signals back, supporting targeting as well as attribution. On the acquisition side, Rokt Ads is the product that connects that inventory to performance advertisers hunting net-new customers.
Reported scale and financial performance
In an August 12, 2026 company update, Rokt projected more than 13 billion transactions across its network in 2026 and reported compound annual growth exceeding 40% over more than a decade. The update also cited more than 33,000 active clients, including over half of the largest global e-commerce companies. These are company-reported figures; the transaction total is a forecast. Nahas said the growth pace had held in 2025 and described the 2026 outlook as promising, rather than reporting a completed year’s result.
Rokt’s May 2026 announcement stated that 2025 revenue exceeded $800 million. Dealroom also repeated that figure; the company announcement is the primary source, rather than an independently audited financial report.
The same announcement said Gartner mentioned Rokt as an example of emerging postpurchase solutions in its 2026 Market Guide for Retail and Commerce Media Networks. That mention is not an endorsement or a financial assessment. Rokt separately announced that it was a finalist for AdExchanger’s 2026 AI Innovator Award in Commerce Media. Its branding also appears on Oracle Red Bull Racing cars.
A September 1, 2025 Australian Financial Review report, reproduced by investor Hearts and Minds Investments, described investor mark-ups implying a valuation of approximately A$7.2 billion. That was a dated private-company valuation, not a current public-market price. The report distinguished those investor mark-ups from an earlier secondary share sale.
Where the transaction moment goes next
The interview also considered where the transaction moment might move as AI agents and large language models play a greater role in shopping. Nahas asked whether it would remain on retailers’ sites and apps or extend into other ecosystems. Rokt chief commercial officer Elizabeth Buchanan has discussed the shift in Fast Company, and the company examines possible changes in its analysis of real-time relevance. Those expectations remain forecasts rather than established outcomes. Rokt’s aim is to make its offer-selection model useful wherever consumers make purchase decisions.
Awin’s recognition highlights Rokt’s position within its partner network. The commercial test remains whether the platform helps advertisers acquire additional customers and merchants earn additional revenue while maintaining customer trust. Future performance will depend on advertiser demand, competition, appropriate data permissions and evidence that offers generate sales that would not otherwise have occurred. Recognition and historical growth do not establish the pace of future expansion.