A Guide to Google’s 3rd Party Cookie Deprecation

Cookies have been essential for tracking user behavior and personalizing experiences in digital advertising. However, Google’s recent decision to phase out third-party cookies has created a buzz in the industry. Let’s explore what this means for affiliate marketing and how you can stay ahead.

On January 4, 2024, Google took a significant step by starting to phase out third-party cookies from its Chrome browser. This began with a small-scale test of their Tracking Protection feature, involving 1% of Chrome users globally. This move is part of Google’s Privacy Sandbox initiative, aimed at completely eliminating third-party cookies from Chrome by the end of 2024. This change follows similar actions by Safari, Firefox, and other major browsers over recent years.

The affiliate marketing industry has been preparing for this shift, allowing businesses to test and understand the impacts of losing third-party cookies.

What Are Third-Party Cookies?

Third-party cookies are pieces of data stored on a user’s browser by websites other than the one currently being visited. They help advertisers deliver targeted ads and measure their campaign’s effectiveness by tracking user activities across various websites.
Google has reconsidered their use after growing concerns over privacy.

The Impact of Google’s Decision

Google’s plan to stop supporting third-party cookies in Chrome by 2024 marks a significant change for digital advertising. While this shift poses challenges, there is still ample time for businesses to adapt. Early preparation is key to staying ahead.

At Tapfiliate, our foresight in the industry allowed us to anticipate these changes even before Google’s announcements. Our tracking solutions are already designed to be free of third-party cookies, enabling our clients to smoothly transition and continue leveraging new technologies without disrupting their operations.

Google’s move away from cookies isn’t shutting down opportunities—it’s opening new doors to privacy-first, contextual-based advertising.

Privacy-Focused Solutions at Tapfiliate

In response to Google’s changes, Tapfiliate is actively exploring and implementing privacy-focused alternatives. One effective solution is leveraging first-party data and server-to-server tracking. By using first-party cookies and direct advertiser integrations, we ensure accurate tracking and attribution while upholding user privacy.

We are also investing in contextual targeting, which focuses on delivering ads based on the content of the webpage rather than user-specific data. This approach aligns with the increasing focus on privacy and allows affiliates to engage relevant audiences without individual tracking.

Currently, our tracking practices primarily use first-party cookies and alternative methods that do not involve third-party cookies. We have also adopted a policy of not onboarding new clients who rely on outdated tracking methods, ensuring that most of our clients remain unaffected by Chrome’s changes.

Prioritizing Consent and Transparency

As digital advertising changes at a fast pace, getting user consent and ensuring transparency will be more crucial than ever. Tapfiliate is leading this change by implementing robust consent management systems and providing clear, accessible information about data collection and usage.

By focusing on user privacy and actively seeking consent, Tapfiliate aims to build trust and strengthen relationships among affiliates, advertisers, and their consumers.

The Future of Affiliate Marketing without 3rd Party Cookies

The phase-out of third-party cookies presents challenges but also offers new opportunities in affiliate marketing. Tapfiliate is ready to embrace these changes by redefining our strategies to be more privacy-centric.

By exploring new tracking methods, and prioritizing consent and transparency, Tapfiliate aims to thrive in the digital advertising ecosystem and adapt to the evolving landscape.
There are powerful implications for the affiliate industry with Google’s decision to deprecate third-party cookies.

Tapfiliate is well prepared to navigate this transition by  providing alternative tracking solutions to the 3rd party cookie, improving on privacy-focused solutions and emphasizing user consent and transparency.
Staying informed, collaborating with advertisers, and continuously adapting strategies will be crucial for maintaining success in the future of affiliate marketing. Tapfiliate will continue to provide value to its partners by embracing these changes, while respecting user privacy and building trust.

Ashley Howe

I’m the content strategist here at Tapfiliate. I write about affiliate marketing, referral marketing and influencer marketing and have more than 10 years experience in this industry. You can find me on LinkedIn or Twitter.