Browser Privacy – The Latest Scoop
In my last post, “ITP 2.2 is Here, How Will it Impact Your Affiliate Channel?”, I briefly touched on browser privacy and I mentioned Google Chrome has added browser extensions and Mozilla Firefox has recently added their Enhanced Tracking Protection to give consumers more control over the collection of their data. Today I would like to dive into this topic further and discuss potential impact to your affiliate program.
The best way to maintain tracking for your affiliate program is through the use of cookie-less tracking.
Before we get started, I want to make sure we all understand what these browser tools/extensions, etc are trying to block. Apple ITP 1.0 erased cookies after 30 days, with Apple ITP 2.2, that window is cut to 24 hours for third-party cookies on the Apple Safari browser. These cookies are used to collect bits of personal data to help websites and apps remember who you are. This can be helpful in keeping you logged into your favorite websites. Advertisers use cookies to help track your behaviors and interests across all sites you visit online. Anyone else trying to earn your business online, who can use that information to serve ads based on the data collected.
For example, if I am shopping for Samsung Galaxy Buds, I will see ads for these Galaxy Buds following me around on ESPN, Amazon.com, etc.
While Apple’s Safari ITP 2.0 was the first browser to block third-party cookies in the name of consumer privacy, your affiliate program may or not be impacted since their market share is 15%, according to StatCounter Global Stats.
Immediate Impact
Google Chrome is rumored to be launching a similar tool to Apple ITP 2.2, with 63% of market share, which could mean a huge negative impact to tracking your marketing campaigns, including your affiliate marketing traffic.
Depending on your audience, you may have noticed a slight dip in traffic due to Apple ITP 2.0 and now Apple 2.2.
Mozilla Firefox’s Enhanced Tracking Protection takes their Private Browsing, which deletes your browser history and cookies when you close a private window and adds even more features by adding a Content Blocking Section which allows the user to choose the specific sites to allow and block.
What’s Next
The best way to maintain tracking for your affiliate program is through the use of cookie-less tracking. While this may require some initial time from your dev team to set up, the benefits will be long lasting as browser continue to up their game in the name of consumer privacy.
A few of the affiliate networks we work with can track via cookie less tracking which is a good way to solve for third-party cookies which are quickly becoming a thing of the past.
If you have questions about browser privacy and how to effectively manage your program through these changes, please feel free to reach out to us at gethelp@jebcommerce.com. We would be happy to help.
