Cookies are a layer of information that allows websites to recognize users. Affiliate marketers rely on this data to launch targeted ads based on user information.
It’s worth noting that most browsers no longer use this method of data collection/storage. Soon, even Google may abandon cookies altogether.
Today, we’ll take a brief look at the current state of technology, explore what will replace outdated cookies, and discuss the challenges webmasters may face.
When will cookies be banned?
For many, this may come as a surprise, but cookies have technically been banned for a long time – though this ban was largely ignored for some reason. The timeline of the fight against cookies looks something like this:
- 1997 – Technical prohibition;
- 2009 – Legal regulation of cookie usage;
- 2018 – Full ban on cookies;
- 2020 – Google announces plans to phase out the technology.
Since 2020, companies have repeatedly set deadlines for abandoning cookies but kept pushing them back. However, progress is being made: in early 2024, Google rolled out an update disabling third-party cookies for 1% of its users.
Currently, the complete phase-out has been postponed until the end of 2024. And this time, it’s likely final – key figures, such as the director of Privacy Sandbox, have strongly hinted that it’s time to move on from third-party cookies because they will soon be obsolete.
What will replace cookies?
This technology is exactly 30 years old, and abandoning it without a replacement would be extremely disruptive. That’s why several alternatives are already emerging:
- Walled Garden – Will monopolize cookie storage. Only large companies will retain user data, while nothing will be stored on users’ devices.
- Stable ID – Internet providers and telecom operators will supply user data to advertisers. Ideal for marketers, as it grants access to information about all users.
- First-party data – A subtype of cookies generated when users interact with websites and stored directly on those sites.
- Behavioral Probabilities – Smart algorithms will analyze user behavior using publicly available data. Users remain anonymous, while webmasters gain insights into relevant parameters.
- Cohorts – This technology will group users into categories based on interests and behavior while maintaining anonymity.
Most likely, cookies will be replaced by Cohorts or Stable ID. The former is more legally compliant, while something similar to Stable ID has already been tested by Apple.
How will the cookie phase-out affect traffic arbitrage?
Even though cookies have been around for as long as most internet users can remember, some advertising methods won’t be affected at all:
- Banners – Audience targeting is visual and doesn’t rely on cookie data.
- In-App Ads – Apps don’t use cookies in the first place.
- SEO – Search rankings aren’t influenced by user data.
- Semantic Targeting – While tied to websites, it depends solely on context and content.
- Video Ads – Cookies aren’t used here in any form.
So, the big question is: How much will the cookie ban impact affiliate marketing campaigns?
The truth is, most affiliates won’t even notice the switch. The only adjustments will be adapting to new ad network interfaces and a temporary drop in conversion rates.