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The Future of Affiliate Marketing Without Cookies

The Future of Affiliate Marketing Without Cookies

With major web browsers phasing out support for third-party cookies and increasing concern over data privacy and tracking ID restrictions, the affiliate marketing industry is forced to adapt to a new reality. This shift raises important questions about the future of affiliate marketing and poses significant challenges for businesses and marketers reliant on cookie-based tracking for attribution and measurement.

In this article, we answer some important questions, including the following: What does the future of affiliate marketing look like without cookies after tracking ID restrictions? What is cookies in affiliate marketing? What is cookie duration in affiliate marketing? How does cookieless tracking work?

As we explore what the future holds for affiliate marketing in a cookie-less world, prepare for an informative ride. Furthermore, in this post, you’ll learn about cookie-free affiliate marketing strategies that you can implement for success in the new season.

What are Cookies and Tracking IDs?

Before diving into the future of affiliate marketing without cookies and exploring the strategies for success in a cookie-less era, it’s essential to understand the fundamentals of the concepts of cookies and tracking IDs. Both terms have been so integral to affiliate marketing until now that it’s natural to wonder: What role do cookies play in affiliate marketing? What are tracking ID restrictions, and why should we bother about them?


Cookies are small text files that websites store on a user’s device (computer, smartphone, or tablet) when they visit a website. These files contain information about the user’s browsing behavior, preferences, and interactions with the website.

There are two main types of cookies:

First-Party Cookies: These cookies are set by the website the user is currently visiting and are primarily used for functionality and analytics purposes, such as remembering login credentials, shopping cart contents, or tracking user behavior on that specific website.

Third-Party Cookies: These cookies are set by domains other than the one the user is currently visiting. In affiliate marketing, third-party cookies have been widely used to track users across different websites. This enables affiliates to attribute conversions and earn commissions even when a user doesn’t complete a purchase immediately after clicking on their affiliate link.

Understanding the differences between these two types of cookies enables you, as an online casino affiliate marketer, to optimize your marketing strategies, increase conversions, and maximize your commissions. Moreover, by understanding how cookies are used in affiliate marketing, you can ensure compliance with relevant regulations and ethical practices, fostering trust and transparency with your audience.

Tracking IDs

Tracking IDs, also known as click IDs or affiliate IDs, are unique identifiers assigned to each affiliate link or ad placement. When a user clicks on an affiliate link, the tracking ID is stored in a cookie or passed through the URL parameters. This storage or passage process allows the affiliate network or advertiser to attribute any subsequent conversions (for example, sign-ups or purchases) to the specific affiliate who referred the user.

Importance of Cookie Duration in Affiliate Marketing

One of the cornerstones of affiliate marketing has been the concept of cookie duration. But what is cookie duration in affiliate marketing? In simple terms, this concept refers to the length of time a cookie remains on a user’s device after they click on an affiliate link. So, we’ve answered the question: What does cookie duration mean in affiliate marketing? Let’s now briefly examine its importance.

Longer cookie durations have been a boon for affiliates, providing a wider window for potential customers to make a purchase and for affiliates to earn their hard-earned commissions. But in a cookie-less world, we must bid farewell to this trusty ally and explore alternative attribution models and strategies.

The Decline of Third-Party Cookies and Tracking IDs

Now let’s answer this question: What are tracking ID restrictions? In recent years, there has been a growing concern over user privacy and data protection. This led major web browsers and mobile operating systems to phase out or restrict the use of third-party cookies and cross-site tracking.

Additionally, new privacy regulations, such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States, have imposed stricter rules on data collection and user consent.

As a result, affiliate marketers can no longer rely solely on third-party cookies and traditional tracking IDs to accurately track and attribute conversions across multiple websites and devices. This shift has necessitated the exploration and adoption of alternative, cookie-free affiliate marketing strategies to maintain the effectiveness and compliance of their marketing efforts.

How Does Cookieless Tracking Work?

Cookieless tracking typically involves using alternative methods to track online user behavior without relying on traditional web browser cookies. Some of the methods include fingerprinting, which identifies unique device characteristics, and tracking through login credentials or IP addresses. These approaches enable tracking of user interactions and marketing attribution without relying on cookies, which can be limited by privacy settings or browser restrictions.

Cookie-Free Affiliate Marketing Strategies

In a cookie-less environment, affiliate marketers and businesses must explore alternative attribution models and strategies to track and reward marketing efforts effectively. Embracing affiliate marketing without cookies is essential for maintaining the efficacy of partnership programs.

Here are some cookie-free affiliate marketing strategies to consider for a successful future in this ever-evolving industry:

  1. Embrace First-Party Data: Your Secret Weapon

    Think of first-party data as the goldmine right under your nose. It’s the information you collect directly from your website or app–user registrations, logins, game preferences, bonus claims, and more. This data is a treasure trove for understanding your audience and crafting targeted campaigns.

    Therefore, you should consider embracing first-party data such as through server-side tracking. This practically involves moving away from browser-based tracking and implementing solutions that perform monitoring on the server. This gives you more control over data collection and attribution, ensuring accurate measurement even without third-party cookies.

  2. Contextual Targeting: The Power of Relevance

    Contextual targeting should be your new best friend if you want to remain competitive and succeed as an affiliate marketer in the online casino industry. Instead of relying solely on user-level tracking across multiple sites, focus on delivering relevant ads and promotions based on the content, context, and user behavior on your specific platform.

    To make this strategy clearer, here is an example: If a user is reading a blog post about blackjack strategy, serve them ads for blackjack tournaments or bonus offers specifically tailored to blackjack players.

  3. Consent-based Tracking: Privacy and Transparency

    It is important to respect user privacy if you want to remain in the affiliate marketing game for the long term. To be on the safe side, implement consent management platforms (CMPs) that will enable you to obtain explicit user consent for tracking and data collection. This approach ensures compliance with privacy regulations while enabling you to track and attribute conversions for users who have provided consent.

    However, bear in mind that you need to implement this strategy like a pro for it to be successful. Our tip is that you offer clear explanations of how data is used and the benefits users receive in exchange for consent.

  4. Affiliate Tracking Pixels: Precision and Control

    Explore the use of affiliate tracking pixels or server-side tracking solutions provided by affiliate networks or tracking platforms. These solutions can help you accurately track and attribute conversions without relying on third-party cookies.

  5. Incentivized Tracking: Win-Win for All

    Offer incentives, such as exclusive bonuses or rewards, to users who opt-in to be tracked or share their data for marketing purposes. This approach can help increase user participation in tracking while maintaining transparency and respecting privacy preferences.

  6. Offline Attribution: Bridging the Gap

    It is crucial not to forget about offline channels! Consider developing strategies for offline attribution as you navigate the cook-less affiliate marketing space. For example, you may want to use unique promo codes, vanity URLs, or QR codes, to track and attribute conversions that originate from offline marketing channels or in-person events.

  7. Influencer Marketing: Direct Access and Trust

    This strategy calls for partnering with influences, streamers, and industry personalities who can promote your online casino brands to their engaged audiences. It provides a direct path to acquisition and tracking, leveraging the trust influencers have built with their followers.

  8. Omnichannel Tracking: The Complete Picture

    If you desire a comprehensive view of the customer journey for accurate attribution, omnichannel tracking is what you need. For instance, consider a customer who first discovers a product on their mobile device, adds it to their cart, and later completes the purchase on a desktop computer. Without omnichannel tracking, it would be challenging to connect these separate interactions and understand the complete path to conversion.

    What could you do? Research and discover the most applicable omnichannel tracking solutions you can implement to stitch together user journeys across multiple devices, platforms, and touchpoints.

  9. Data Collaborations

    Explore data collaborations or partnerships with other industry players, publishers, or ad networks. Share and leverage aggregated, anonymized data for better audience targeting and attribution, while adhering to privacy regulations.

Significance of Joining P4P.Partners Today

At P4P Partners, we recognize the pivotal role collaboration plays in shaping the future of affiliate marketing. That’s why we’re committed to supporting you every step of the way, offering cutting-edge affiliate programs designed to help you flourish as you conduct affiliate marketing without cookies. For example, under our OneDun affiliate program, we offer a range of tools and resources for new and seasoned affiliate marketers to grow their earnings.

Furthemore, with our flexible deal types, diverse commission alternatives, transparent multi-payment system, and dedicated support teams, we aim to maximize your earning potential and ensure a seamless transition into this new era.


Throughout our discussion, we’ve explored the challenges posed by the decline of third-party cookies and tracking ID restrictions, as well as the strategies that affiliate marketers can employ to adapt and thrive in this new era. From leveraging first-party data and consent-based tracking to exploring contextual targeting and influencer marketing, the possibilities are vast, and the opportunities are ripe for those willing to innovate.

As we venture into the uncharted territory of a cookie-less world, the online casino affiliate marketing landscape is poised for a transformative shift. However, with the right mindset, strategies, and collaborative efforts, we can navigate this evolution and emerge stronger than ever before.

As industry stakeholders, it’s crucial that we join forces, share knowledge, and foster an environment of continuous innovation. By working together—advertisers, affiliate networks, and publishers—we can preserve the effectiveness and integrity of affiliate marketing, while respecting user privacy and adhering to evolving regulations. Sign up on P4P today to experience an extraordinarily boom in your affiliate marketing ROI!


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Rose Reddington
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