In the last few days, several operators asked us the same question in many ways. How is MyAffiliates prepared to deal with Google’s new cookie policy?
Many people think that Google will impose the Interwebs to be completely cookie-less. Let us first kill the myth of a cookie-less world. Below is a screenshot of what Google is actually saying – Prepare for third-party cookie restrictions:
Now that this has been clarified let us quickly go over the different cookie types; for the purpose of this article, we will focus on the definition of First party cookies and Third-party cookies:
First-Party Cookies:
- Purpose: These cookies are set by the website being visited and are often used for essential functions such as session management, authentication, and personalisation.
- Example: When you log in to a website, it remembers your authentication details for the duration of your session.
Third-Party Cookies:
- Purpose: Set by domains other than the one the user is actively visiting. They are commonly used to track user behaviour across different websites and serve targeted ads.
- Example: A website includes a social media widget that sets cookies from the social media platform to track user interactions.
In view of the above, there are a number of questions that can be raised:
The first one is how that will affect operators working with the MyAffiliates system?
Operators working with MyAffiliates do not use third-party cookies. They use first-party cookies, set in the landing page, to capture the token generated upon a click made by a potential player on a link or a banner. Therefore, the Google third-party cookie policy will not affect player tracking whatsoever.
Naturally, the other question that comes to mind is, how will it affect affiliates?
Impact on Tracking and Attribution:
- Affiliates often rely on third-party cookies for tracking user interactions and attributing conversions to their efforts. With the phase-out, alternative methods for tracking and attribution may need to be adopted.
- First-party cookies, server-to-server tracking, or other tracking technologies might become more prevalent.
It is worth noting that server-to-server tracking for affiliates is a feature readily available in the MyAffiliates system.
Challenges in Cross-Site Tracking:
- Affiliates often work across multiple websites to drive traffic and conversions. The removal of third-party cookies may make it more challenging to track user behaviour seamlessly across different sites.
Privacy and Consent Considerations:
- The shift away from third-party cookies is partly driven by privacy concerns. Affiliates may need to ensure compliance with evolving privacy regulations and obtain explicit user consent for tracking mechanisms.
Ad Personalization and Targeting:
- Affiliates often benefit from personalised advertising based on user behaviour. The limitations on third-party cookies may impact the ability to deliver personalised ads, potentially affecting the relevance and effectiveness of affiliate marketing efforts.
Shift Towards First-Party Data:
- With third-party cookies becoming less reliable, there may be a greater emphasis on leveraging first-party data. Affiliates and advertisers may need to explore strategies to effectively collect and utilise first-party data.
Collaboration with Ad Platforms:
- Affiliates should stay informed about how major advertising platforms, including Google, adapt their tools and services to accommodate the changes. Collaborating closely with these platforms can help affiliates navigate the evolving landscape.
Innovation in AdTech:
- The industry is likely to witness innovations in AdTech to address the challenges posed by the phasing out of third-party cookies. Affiliates may need to adapt to new technologies and methodologies.
Potential Impact on Revenue and Conversions:
- The changes in tracking and targeting may initially impact the efficiency of affiliate marketing campaigns. Affiliates must monitor the performance of their campaigns and adjust as needed.
To conclude, the transition poses minimal challenges for operators using the MyAffiliates system. The system employs first-party cookies on landing pages to capture essential tokens, ensuring unaffected player tracking.
For affiliates, the challenges will be more significant, but success in the post-third-party cookie era will hinge on their ability to adapt, innovate, and align with evolving industry standards. Through collaboration, technological advancements, and a commitment to privacy, affiliates can weather the changes and discover new avenues for growth and success.
