Data privacy and security are reshaping the affiliate marketing industry in big ways.
With growing concerns around data protection and increased regulations, marketers are adapting to ensure they’re compliant and maintain customer trust.
For affiliates, who often handle user data through links, cookies, and tracking methods, understanding these changes is crucial to keeping campaigns effective and above board.
Why data privacy matters in affiliate marketing
Consumers are more aware than ever about how their data is collected and used. With high-profile data breaches and misuse scandals in recent years, trust has become a significant factor in the success of online marketing. Affiliates who don’t prioritise data privacy can risk losing the confidence of their audience, while those who get it right can build loyalty and improve engagement.
Additionally, privacy laws like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States have set strict standards for data handling.
These regulations require websites to inform users about data collection practices, give them options to opt-out, and ensure data security. Non-compliance can result in hefty fines, so affiliates and brands alike are under pressure to stay on the right side of the law.
The impact of cookies and tracking limitations
One major change shaking up the industry is the reduction in cookie tracking. With privacy-focused updates from browsers like Safari and Firefox, and Google Chrome’s planned phase-out of third-party cookies, tracking users across the web has become harder. For affiliates who rely on cookies to credit conversions accurately, these changes have created a challenge.
Cookies have long been a go-to method for tracking users’ journeys, but as more browsers block or limit them, affiliates are having to look for alternatives. This shift is pushing affiliates to adopt first-party data strategies—collecting data directly from users through opt-in methods like newsletter sign-ups or account creations. By focusing on data that customers willingly share, affiliates not only comply with regulations but also build more authentic connections with their audience.
Solutions affiliates can adopt
As data privacy standards tighten, affiliates are finding ways to adjust and keep campaigns effective. Here are a few strategies:
1.Emphasise transparency
Affiliates who are clear about data collection build trust with their audience. Displaying straightforward privacy policies, explaining the purpose of data collection, and giving users control over their data fosters goodwill. Transparency makes users more likely to share information, knowing it will be handled responsibly.
2.Use cookieless tracking solutions
Several platforms are now offering cookieless tracking methods. By using unique identifiers or relying on context-based targeting, affiliates can still deliver personalised content and measure conversions. Though these methods don’t track users in the same way as cookies, they provide affiliates with useful insights without violating privacy regulations.
3.Prioritise first-party data
Gathering first-party data has become essential. Affiliates can encourage users to sign up for newsletters or join loyalty programs, providing a way to stay connected without relying on third-party cookies.
First-party data is considered more reliable and safe, as users give it voluntarily, knowing how it will be used. Affiliates who use this approach can develop a direct line to their audience, ensuring they have long-term access to their customer base.
4.Consider server-to-server tracking
Server-to-server (S2S) tracking sends data directly from the advertiser’s server to the affiliate’s server, bypassing the user’s browser. This method avoids issues caused by cookie blocking and offers a more reliable way to track conversions.
Though it requires a more technical setup, S2S tracking has become a popular option for affiliates who want to ensure accurate tracking while respecting user privacy.
5.Partner with GDPR-compliant networks
Choosing to work with affiliate networks that prioritise data privacy can reduce risk. Trusted networks are likely to have systems in place to ensure compliance, helping affiliates focus on their campaigns rather than worrying about legal risks. These networks often provide guidance and tools for data collection, making it easier for affiliates to operate within privacy laws.
The benefits of a privacy-focused approach
Though these changes come with challenges, there are clear advantages for affiliates who embrace data privacy. Building campaigns with a privacy-first mindset not only keeps affiliates compliant but also strengthens customer relationships.
Audiences are more likely to engage with brands they trust, and by respecting privacy, affiliates position themselves as reliable partners in the user’s journey.
Data privacy also encourages affiliates to use higher-quality data, which can improve campaign performance. First-party data, for instance, tends to be more accurate and valuable, as it reflects genuine interest.
Affiliates who rely on this data are often better able to create targeted, effective campaigns that yield stronger results.
As data privacy and security continue to play a key role in affiliate marketing, affiliates who adapt their practices will be better positioned for success.
By focusing on transparency, adopting new tracking methods, and using data responsibly, affiliates can protect their reputation, maintain compliance, and build stronger connections with their audience.
