The Future of Affiliate Marketing in a Changing Cookie Environment

15th March, 2024
The Future of Affiliate Marketing in a Changing Cookie Environment

As third-party cookies decline, the focus shifts to consent-based marketing and first-party data, posing questions about the future of affiliate marketing in a cookieless landscape.

Earnkaro, backed by Ratan Tata, offers users a chance to earn through affiliate marketing. With third-party cookies fading, Earnkaro adopts local storage, storing data directly in users’ browsers to track interactions and transactions independently. This approach ensures accurate tracking without relying on traditional cookies.

Exploring various storage options within browsers, including localStorage, sessionStorage, and cookies, Earnkaro also employs server-to-server integration with partners like Myntra and Nykaa.

Rohan Bhargava, co-founder of Earnkaro, explains their transition away from cookies, focusing on server-to-server integration for tracking transactions. He highlights the necessity of replacing cookies for last-click attribution, utilizing local storage and Mobile Measurement Partners (MMPs) like Branch or AppsFlyer for tracking user interactions and transactions.

With Google phasing out third-party cookies by the third quarter of 2024, the affiliate marketing industry faces challenges in tracking user journeys and attributing sales accurately. Concerns around privacy and regulations like GDPR and CCPA drive this shift, urging marketers to rely more on first-party data.

While some, like Paisabazaar, rely on first-party data and server-side attribution, others emphasize the importance of investing in robust data architecture and consent-based marketing.

As the landscape evolves, affiliate marketers must explore new partnerships with influencers and content creators, emphasizing consent-based marketing and leveraging AI for hyper-personalized targeting through contextual advertising.

In summary, the future of affiliate marketing in a cookieless world hinges on adapting to new tracking methods, building trust with consumers, and embracing technological advancements for targeted advertising.