Chrome et-all to disable third Party Cookies

[nwalker]

I've just been reminded that Google Chrome will be disabling 3rd Party Cookies in its browser. Safari and Firefox already do.

Just wondering what preparation / solutions are being discussed to ensure referrals can be tracked?

Does this mean the end of affiliate marketing as we know it?

What should i/we be doing to prepare for this?

https://www.independent.co.uk/life-s...-a9285021.html

Lots of info around if you search for it.

Got me somewhat worried.

[OCFortuna]

The programs will change to 1st party cookie basis or DirectLinking technology or a cookieless fallback. Neither affiliates or the casinos will let it get this far offcourse.

[nwalker]

The programs will change to 1st party cookie basis or DirectLinking technology or a cookieless fallback. Neither affiliates or the casinos will let it get this far offcourse.

Really?

It's already happened. Anyone using Safari or Firefox is not being tracked anymore. So we no longer get referrals for players that use those browsers.

Fortunately for me that is less than 3% of my traffic.

I don't see any affiliate programs talking about solutions? It's going to require development, testing and rolling out. And then we have to trust that the Aff progs will hold the cookies for us, rather than them being on the 3rd Party PC.

This could have massive implications for Affiliate marketing - and nobody seems to be that worried?

[baldidiot]

Discussion on it here: https://www.gpwa.org/forum/google-pl...rs-251391.html

[nwalker]

Discussion on it here: https://www.gpwa.org/forum/google-pl...rs-251391.html

Thanks - we're a year on and nothing has happened as far as i can see.

[Benitho]

Why would the affiliate programs look for solutions ? They have been getting free traffic for years and they`re not even the "bad guy" in this.

I`m wondering for at least 5 years, why this doesn`t seem to bother anyone.

The conversions I had on a slow Monday back in the good old days (been doing this for almost 20 years now), I now have in a month !

I used to need maybe 20 clicks for a depositor, now it`s in the hundreds.

[Cellxpert]

Affiliate marketing is heavily reliant on third party cookies to track the performance, compensate and report to affiliates, especially the bigger and more advanced ones that deploy their own tracking environment and aggregate data from multiple sources.

The postback layer is not only the best alternative to third party cookies but is a preferred technology when working with affiliates regardless of this change.

From a technical perspective, tracking conversions with third party cookies has always been inaccurate because of reasons such as cross device and browser – think of a user that signs up at work and then deposits at home. We do expect more browsers to follow suit. However, a robust postback layer will continue to operate normally regardless of these measures.

From a business perspective, some of the biggest advantages of a reliable postback layer is that it can be fully aligned with your business KPIs and work methods in ways that the in browser reporting cannot. So how can it do this?


1. It supports offline conversion (such as offline deposits, telephone sales and more). In addition, it can track and report all steps in the user journey, so both you and your affiliate can have reliable tracking and can optimize every step of the funnel.

2. By using a postback layer, you can also optimize based on advanced conversion and KPI, such as LTV and behavioral metrics of your clients, and not just based on simple registration or SQL. Rewards plans that are based on simple conversion – like basic CPL, CPI and CPA – are more likely to be exposed to fraud or incentivize poor quality traffic. So, if you can report back with the clients you actually want, it gives you a competitive advantage when it comes to optimizing all of your channels.

3. Customers often now choose to play via multiple devices and platforms. With a postback layer, you can also carry out cross-device tracking, allowing you to easily track which activities are taking place and where. This enables you to truly understand the user journey, improve the product to provide innovative and immersive game experiences, as well as optimizing marketing efforts and budget allocation.

This upcoming change is relevant not only to affiliate marketing, but also to all performance, audience and media marketing campaigns. So even if affiliate marketing is a small portion of your marketing mix – you will want to make sure your organization implements an advanced system to support postback reporting for all your channels.

[Media X Limited]

Thanks Cellxpert assuming you will be providing these via your affiliate software?