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The digital landscape is undergoing one of its most significant transformations to date, with third-party cookies being phased out in favor of more privacy-centric alternatives.
This shift began subtly earlier this year when Google implemented changes to its Chrome browser, impacting just 1% of users. Google’s original plan was to deprecate third-party cookies by Q3 2024.
However, Google has again moved its timeline, and third-party cookie depreciation is scheduled for early 2025. When they roll out, these changes will affect everyone, signaling a new era for digital advertising and affiliate marketing.
For creators who depend on third-party cookies, particularly through affiliate marketing, the stakes are high, and adapting is the only way to keep your creator business running.
In this article, we’ll dive into Google’s deprecation of third-party cookies in Google Chrome, what it means for creators, its impact on affiliate marketing, and practical steps you can take to navigate these changes.
The phase-out of third-party cookies
The move away from third-party cookies didn’t happen overnight. It’s part of a broader trend towards enhancing user privacy that’s been building momentum for years. Initiatives like the GDPR in Europe and various privacy acts in the U.S. have laid the groundwork.
Tech giants like Apple and Mozilla made significant moves in the 2010s by blocking third-party cookies by default in their browsers. By 2021, with only 30% of the web still accessible via third-party cookies, the writing was on the wall: change was inevitable.
This transition significantly impacts creators, affecting everything from how user analytics are gathered to the various moving parts behind affiliate revenue generation. As cookies fade out, so does the ease with which creators can automatically track and earn from user actions like clicks and purchases.
The impact on creators and affiliates
For many creators, affiliate income is not just extra cash—it’s a substantial part of their livelihood. The reliance on cookie-based tracking meant that creators could effortlessly see which content converted and optimize accordingly. Now, the challenge is not only in tracking conversions but also ensuring that every click and the resulting action is attributed correctly without third-party cookies.
Since many creators rely on affiliate marketing as a significant revenue stream, the impending changes bring uncertainty regarding how third-party cookie depreciation will affect incomes.
For instance, compliance with ITP regulations has already caused noticeable shifts in affiliate program dynamics. In some cases, affiliate traffic, typically more tech-savvy, opted out of cookies at higher rates than general traffic, leading to a drop in conversions and commissions.
Affiliates often remain unaware of the exact reasons behind these declines, making it crucial for companies to communicate clearly and adapt their tracking methods.
Finding new solutions: server-to-server tracking
The good news is that there are solutions, and one of the most promising is server-to-server tracking.
This method bypasses the need for cookies by directly exchanging data between servers, ensuring that all user actions are tracked accurately, even if a user blocks cookies.
For creators, this means maintaining a clear view of their affiliate performance and ensuring they are compensated for every conversion they drive.
How server-to-server tracking works:
- Direct data exchange: Unlike traditional cookie tracking that relies on storing data on users’ browsers, server-to-server tracking handles data exchange directly between the affiliates and the advertiser’s servers.
- Compliance and privacy: This method is not only more reliable but also aligns with increasing global demands for user privacy, making it a future-proof strategy.
- Accuracy and reliability: It eliminates discrepancies caused by blocked or deleted cookies, providing a more stable and dependable basis for affiliate marketing.
Kit transitioned its affiliate program to PartnerStack, enabling server-to-server tracking. This approach ensures that affiliates receive credit for every lead and sale, regardless of cookie status. While not all companies have made this switch, affiliates should actively inquire about server-to-server tracking capabilities with their partners to safeguard their earnings.
Steps for creators to mitigate third-party cookie impact
Communicate with affiliate programs
Check with your affiliate programs to understand how they are adapting to cookie deprecation. Are they moving to server-to-server tracking? What timelines are they looking at?
Negotiate terms
If your affiliate program doesn’t have a clear plan or if they’re slow to adapt, negotiate higher commission rates to offset potential decreases in tracking accuracy and resulting revenue.
Monitor performance
Keep a close eye on your affiliate performance metrics. If you notice a decline in conversions or commissions, it may be due to third-party cookie limitations.
Explore new programs
If your current affiliate programs are slow to adapt, consider exploring new ones that prioritize server-to-server tracking or have first-party cookie solutions
Diversify income streams
Don’t rely solely on one affiliate program or income stream. Diversify your affiliate partnerships and explore other revenue avenues like sponsored content, product sales, offering services, or subscriptions.
Stay informed
The landscape of digital advertising and affiliate marketing is evolving rapidly. Keep yourself informed about new technologies and changes in the industry to quickly adapt your strategies.
Educate your audience
Informing your audience about how their data is used can build trust. Educate them on the importance of cookies for affiliate tracking and encourage them to support your work by allowing cookies when visiting your recommended sites.
Long-term strategies for adapting to changes
As the industry moves away from third-party cookies, creators need to rethink their long-term strategies to ensure sustainability and growth:
Embrace first-party data
Start building your own database of user information by encouraging site visitors to sign up for newsletters or rewards programs. When you embrace first-party data, it not only helps in direct marketing but also reduces dependency on tracking.
Enhance user experience
Improving the user experience on your website can lead to higher engagement and direct interactions, which are more valuable than passive click-throughs from third-party cookies.
Leverage new technologies
Keep an eye out for emerging technologies that offer new ways to track affiliate activities without compromising user privacy.
Kit’s affiliate program: a model for adaptation
Kit’s move to PartnerStack for server-to-server tracking is a prime example of how companies can adapt to these changes. By ensuring that 100% of tracked data is credited to affiliates, Kit provides a reliable and transparent platform for its partners.
Affiliates looking for a stable and lucrative program should consider Kit, especially if their audience consists of business owners and creators who need email marketing solutions.
To become a Kit affiliate, ensure your audience aligns with their target market—business owners and email marketers. Provide verifiable information about your online presence, whether through a website or social media.
Once approved, integrate Kit into your content seamlessly. Existing blog posts, social media promotions, and email newsletters are excellent starting points.
Thriving in a post-cookie world
The deprecation of third-party cookies presents challenges but also opportunities for creators to rethink and innovate within their monetization strategies.
By embracing new technologies like server-to-server tracking, diversifying income streams, and building closer relationships with their audiences, creators can not only adapt to but thrive in this new privacy-first digital ecosystem.
In this evolving landscape, those who are proactive, adaptable, and informed will be best positioned to succeed. The shift away from third-party cookies is not just a challenge to overcome but an opportunity to build a more trusted and sustainable relationship with your audience.
As we navigate through these changes, the focus should always be on transparency, privacy, and delivering value—principles that will define the next generation of successful digital content creation.
