Affiliate Programs

What could this mean for the iGaming business?

What could this mean for the iGaming business?
Written by publishing team

PlayAttack Affiliates’ Helmet Guy discusses the decision to make third-party cookies a thing of the past in 2022, with major browsers set to drop them entirely. What repercussions will this change have on affiliates and affiliate programs? How will affiliates need to adapt their strategies moving forward?

Third party cookies and affiliate marketing are two things that go hand in hand for as long as we can all remember them. They have long been used in affiliate marketing to allow affiliate marketers to track their conversions to the affiliate programs they work with through their unique affiliate links. This is why news that is set to phase out has raised alarm bells across the iGaming space.

The main reason why major browsers, including Safari, Chrome, and Firefox, decided to call it quits on third-party cookies arise from the serious privacy concerns of consumers. As third party cookies are used to track and profile individuals, by getting rid of them privacy will increase as affiliate marketers will have to find alternatives to make sure the traffic they send is properly attributed to them.

How will this affect affiliate marketers?

While there is clearly no chance that the absence of third party cookies will lead to the end of affiliate marketing, it will certainly have an impact on it. Especially since the use of third-party cookies is a common practice in the world of affiliate marketing.

The fact that they help affiliates track visitors in such a detailed way means that it is easier for affiliate programs to determine which affiliates are leading specific individuals to their site. This in turn helps them in getting the legitimately earned commission.

Therefore, without tracking third-party cookies and storing detailed information about visitors, it will become difficult to attribute traffic diversion to affiliates. It will also become difficult to optimize advertising campaigns.

Since the majority of affiliate programs and programs currently use these third-party cookies, we must ask ourselves: How will affiliate programs continue to properly attribute traffic?

While there is clearly no chance that the absence of third party cookies will lead to the end of affiliate marketing, it will certainly have an impact on it. Especially since the use of third-party cookies is a common practice in the world of affiliate marketing

alternatives

While there are quite a few alternatives that affiliate marketers should consider once the third-party cookies are gone, it should be noted that companies like Google are also doing their best to mitigate some of the solutions to continue tracking individuals in ways that violate their privacy. Methods like fingerprinting, cache checking, and navigation tracking will be on the developers radar going forward.

Moreover, here are some options that some affiliate programs have already started using in preparation for what is to come in the near future:

  • Trace server to server

Server-to-server tracking is another way to achieve the same goal that third-party cookies do. The way it works is simple – when an individual clicks on an affiliate link, a unique ID is generated and stored away. This way, if the same user returns and successfully converts, the respective affiliate program will easily be able to assign the user to the corresponding affiliate. It makes no difference whether the user made the conversion there then or at a later time; The partner will still be responsible for leading that particular individual.

  • Switch to first party cookies

Another alternative might be to start making use of data from first-party cookies. By adding a pixel to a website, affiliates can begin to collect information about how users behave and interact on their affiliate site.

However, for this to become possible when working with an affiliate program, affiliates must ensure that their data is synced in the background with their affiliate programs. In this way, the affiliate program will be able to monitor users in the same way that an affiliate marketer does, causing the affiliates to pay the commission they have earned.

google reply

In Google’s “Privacy Sandbox”, the search giant outlines its plan to remove third-party cookies and is fully aware that third-party cookies have been an “important job” since the 1990s. Therefore, it is very important to note that Google not only plans to remove it, but has also come up with its own alternatives to replace it.

In Google’s “Privacy Sandbox”, the search giant outlines its plan to remove third-party cookies and is fully aware that third-party cookies have been an “important job” since the 1990s. Therefore, it is very important to note that Google is not simply planning to remove it, but has also come up with its own alternatives to replace it.

Of course, Google’s replacements have been made in a way that respects the increased privacy of users. They aim to enhance transparency for internet users by providing accessible answers about how things work, while ensuring that their experience does not change negatively. Most importantly, Google wants users to be aware that browsers are now working in their best interests by protecting their privacy rights.

More specifically, Google will aim to achieve this by using API technologies, known as “APIs,” which allow companies to collect data without violating any data protection rules and regulations.

Take action now

The fate of third-party cookies has been officially decided. So, why wait before taking the first steps toward ensuring that affiliate sales aren’t significantly affected?

With the solutions mentioned in this article, and the solutions brought up by Google itself, affiliates should be able to make that smooth transition that allows them to mitigate the financial loss as much as possible.

Furthermore, in some cases, affiliate programs will likely be in contact with their affiliates with a plan going forward, whether it’s one of the solutions mentioned in this article, such as taking advantage of what first-party cookies have to offer, for example.

So while this is a huge shift in how affiliates operate, it certainly isn’t the end of the world. In the near future, it is very likely that the industry will continue to develop new technologies – to allow responsible and efficient tracking.

.

About the author

publishing team