Google and Firefox Privacy & What It Means to You - JEBCommerce

Chrome and Firefox: Browser Privacy & What It Means to You

Posted August 16, 2019 in , , ,
Last updated: January 13th, 2021

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,, 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.

StatCounter popular browser traffic from July 2018 to July 2019 - JEBCommerce

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 We would be happy to help.

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About the author

  • Stephen Robinson

    Director of Affiliate Marketing

Stephen was one of JEBCommerce’s first employees! He was one of our first account managers when JEB launched, and he now leads the entire affiliate department and strategy. In fact, over ten years ago, he built many of the original award-winning processes that our affiliate management team still uses to this very day. Since helping to launch JEBCommerce, Stephen has managed affiliate programs across multiple OPM agencies and worked driving ecommerce sale strategies within the private sector. Stephen returned to JEB in the Spring of 2018 and since then has championed the agency to win the, 2019 Pinnacle Award, OPM Marketing Agency of the Year! Stephen brings over 13+ years of account management, leadership and speaking experience in the affiliate space. He has managed both mid-sized and enterprise accounts including Audible,, RedRoof Inn, PRWeb, Eastern Mountain Sports, Distinctive Apparel Brands, Palm and Hilton Hotels. Stephen has contributed to Feedfront magazine, as well as recently speaking at ASW2020. In his spare time, Stephen enjoys spending time with his wife and three beautiful daughters on the lake when he’s not training for triathlons. Up next - Ironman Coeur d’Alene, 2021! Certifications: CJ Ambassador, Impact Radius Certified, Rakuten Marketing Certified Agency Manager

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