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As we move further into 2025, the digital marketing industry continues to adapt to a world where third-party cookies are becoming obsolete. Google’s upcoming phase-out of third-party cookies in Chrome, combined with increasing privacy regulations like GDPR and the UK Data Protection Act, has forced marketers to innovate and rethink data tracking strategies. This shift significantly impacts affiliate marketing, requiring a re-evaluation of traditional tracking methods and the adoption of privacy-first alternatives.
Challenges and Opportunities in a Cookieless World
Server-to-server (S2S) tracking has gained significant traction due to its ability to bypass browsers altogether, ensuring that affiliate actions are logged securely and reliably. Unlike traditional browser-based tracking, S2S tracking uses a first-party cookie whose value is only exchanged between the advertiser and the affiliate network. This method not only complies with privacy regulations but also mitigates tracking losses caused by ad blockers and browser restrictions. Studies indicate that S2S tracking increases cookie recognition by 12.6%, making it a robust and future-proof solution.
Consent Management Tools
Consent management also plays a vital role in this transition period, where GDPR principles remain central to data protection. Tools like Consent Signals ensure that cookies are only dropped after user consent is received, complying with GDPR and ePrivacy regulations. According to NIQ's '5 Ways Transparency Will Evolve', 76% of consumers considered transparent product information from brands and manufacturers important. Additionally, these tools enable advertisers to categorise cookies as “strictly necessary” for specific activities, such as cashback tracking, which reduces the likelihood of untracked sales and supports accurate attribution.

Implications for Brands
To stay ahead, brands need to focus on privacy-friendly tracking solutions like server-to-server tracking, which keeps data collection accurate and reliable. At the same time, using solid consent management tools helps build trust with customers while staying on the right side of privacy laws. Making the most of first-party data and using smart tech like AI-powered attribution models can help brands tackle these changes and even turn them into opportunities. By embracing these changes, brands can transform challenges into opportunities and maintain a competitive edge in the evolving digital marketing ecosystem.
Summary
The shift to a cookieless world is changing the way digital marketing works. With Google phasing out third-party cookies in Chrome and stricter rules like GDPR and the UK Data Protection Act in place, traditional tracking methods are becoming less effective. This is especially true in affiliate marketing, where accurate tracking is so important. Server-to-server (S2S) tracking is proving to be a reliable option, as it works around browser limitations and keeps data secure. Consent management tools are also key, helping brands follow the rules and build trust with consumers. Together, these changes push marketers toward more privacy-focused strategies.
Contact KINESSO to master privacy-first affiliate strategies and thrive in a cookieless world here.