In a recent webinar Cellxpert curated and hosted with Affiverse, our CEO, Assaf Dor discussed the impending cookie deprecation position and its consequences for affiliates, advertisers, and tracking platforms alike.
You can watch the full webinar :
A concise summary of the key points Assaf spoke about in this live stream are summarized below.
Understanding Cookies
The discussion began with an overview of different cookies that are used for tracking online. There are two types of cookies:
- First-party cookies (associated with the site you visit)
- Third-party cookies (set by external sites). While third-party cookies play a crucial role in digital advertising, their use has raised privacy concerns, leading to the push from browser companies to call for their deprecation.
The Browser Landscape as it stands
Firefox led the way by eliminating third-party cookies in 2019. Apple Safari, with a significant market share, has already discontinued them. However, the most impactful change will come from Google Chrome, set to phase out third-party cookies by Q3 2024.
Why It Matters
The imminent deprecation of third-party cookies has significant implications for affiliate programs, advertisers, and digital marketers. Many rely on third-party cookies for tracking and attribution. A recent survey found that 51% of affiliate marketers still depend on third-party cookies. The loss of this tracking infrastructure could result in a substantial drop in revenue and require a reevaluation of attribution models.
There will be a Ripple Effect on Acquisition – as we know it
The impact of cookie deprecation will go beyond affiliate programs and extends to other digital marketing channels like paid media and SEO. Conversion statistics and optimization will be adversely affected, leading to the need for a closer examination of attribution strategies.
A short Preparation Checklist for those who haven’t already taken action
Assaf recommended the following steps to prepare for cookie deprecation:
- Evaluate Your Attribution Model: Reconsider your attribution strategy and explore alternative methods.
- Assess Your Affiliate Relationships: Communicate with affiliates and ensure they are prepared for the changes.
- Review Affiliate Networks: If you work with affiliate networks, verify their readiness for cookie deprecation.
- Adapt to the New Landscape: Be prepared for lower conversion statistics and plan for adjustments in your digital marketing strategies.
- Stay Informed: Keep an eye on the latest developments and timelines for cookie deprecation in different browsers.
Strategies for Affiliates
Assaf then proceeded to discuss the implications for affiliates. He emphasized the importance of adapting their traffic-driving strategies to maintain success in this evolving landscape and offering the following five key points for consideration:
- Diversify Traffic Sources: Affiliates should explore alternative traffic sources beyond relying solely on third-party cookies. Consider leveraging SEO, content marketing, and other traffic channels to reduce dependence on cookie-based tracking.
- Build First-Party Data: Collect and leverage first-party data from your website visitors. Implement methods like consent forms or data capture to develop a valuable database of user information. This will help maintain tracking capabilities and tailor marketing efforts more effectively.
- Implement Server-to-Server Tracking: Where possible, affiliates should explore server-side tracking and data integration solutions. This approach offers more reliable tracking and aligns with the evolving industry standards.
- Stay Informed: Stay up to date with industry developments and affiliate marketing trends related to cookie deprecation. Attend webinars, follow industry news, and engage with affiliate networks and platforms to understand the latest updates and best practices.
- Collaborate with Advertisers: Maintain open communication with advertisers and affiliate networks to understand their tracking strategies and how they plan to address cookie deprecation. This collaboration will help ensure alignment in tracking methods and maintain mutually beneficial relationships.
The transition to first-party data collection is seen as crucial to ensure the viability of online businesses. In the iGaming space, the transition is relatively well-established already, with server-side tracking being a common practice. However, in other industries, especially e-commerce, there is still a need for education and implementation.
An interesting point raised about Facebook Marketing
Facebook’s GDPR opt-in process and user consent mechanisms may attract marketers back to the platform to target customers and increase sales – especially when combined with the adoption of tracking solutions that leverage business intelligence tools.
Such solutions enable more effective campaigns by setting up conversion points deeper down the sales funnel.
Overall Key Takeaways from this webinar concluded:
- Facebook marketing might see a reappearance due to its GDPR opt-in process and user consent mechanisms.
- Smart affiliates are capitalizing on this trend, particularly when paired with advanced tracking solutions that grant access to in-depth data.
- Implementing proper tracking methodologies can define valuable conversions, which go beyond basic sales or lead generation.
- Tracking solutions that provide post-cookie world visibility create opportunities for data-driven discussions between affiliates and affiliate managers, leading to more sophisticated performance evaluation and refined conversion points.
In Conclusion
Cookie deprecation is a game-changer for the digital marketing landscape, and proactive adaptation is crucial for affiliates, advertisers, and brands to maintain their competitive edge in a privacy-conscious environment.
Want to learn more?
Download the in depth Guide about What Every Affiliate Manager needs to know about cookie deprecation.
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