Affiliate marketing is undergoing a fundamental transformation. As browser-based tracking limitations continue to challenge the industry, networks, advertisers, and publishers alike are facing the consequences of data loss, missed conversions, and reduced accuracy in attribution.
Recent ongoing initiatives such as Google’s Privacy Sandbox initiative, ‘Intelligent Tracking Prevention’ by Apple, and other similar market players actions are gaining more and more discussions and actions from performance and affiliate marketing vendors.
In this game, everyone loses — partners miss out on well-deserved rewards for their efforts, prompting a shift away from CPA models toward less transparent CPC and CPM models. Brands, in turn, lose both trust and traffic, while affiliate networks face the risk of losing both sides, as their revenue depends directly on the success of the collaboration between publishers and brands.
Moreover, suboptimal tracking impacts end-users. Cashback and loyalty programme members may not receive their rewards due to inadequate setups or delayed consent.
To counteract data loss, affiliate networks and ad tech providers are investing in server-to-server (S2S) and mobile app tracking, which allow for direct, browser-independent conversion attribution.
Platforms such as Awin, Impact and Admitad are rolling out new frameworks to compensate publishers for untracked transactions while incentivising advertisers to upgrade their tracking methods.
For advertisers, failure to implement robust tracking solutions doesn’t just affect attribution — it impacts partner trust and long-term revenue.
Global brands like AliExpress, Shein, Booking.com, and Allegro are setting benchmarks for such accuracy and integration quality, ensuring sustainable affiliate conversions and partnerships. Others who fail to meet modern tracking standards risk losing partners, traffic, and competitive positioning in the performance marketing space.
Some platforms are also introducing Loss Adjustments applying predictive analytics to estimate untracked transactions and compensate publishers accordingly. These adjustments will rely on internal data models and market insights to help balance out discrepancies caused by tracking failures.
At the same time, industry players are doubling down on education, training, and transparency to support advertisers and publishers in transitioning to modern tracking infrastructures.
First, server-to-server (S2S) tracking ensures accurate and direct data communication by bypassing browser limitations. This involves using postback URLs, APIs, and XML to reliably track conversions.
Second, for brands with active mobile applications, comprehensive mobile app tracking is essential. This includes SDKs and S2S methods.
For publishers, integration quality is becoming just as important as commission rates. Some platforms are already developing tools to help publishers assess the tracking reliability of advertisers before joining programmes, offering greater transparency and reducing reliance on outdated tracking methods.
High-quality integration has crucial importance for publishers, advertisers and partner networks alike. For any business, understanding where orders are coming from is crucial to optimising marketing efforts and scaling the right channels.
Up to 30 per cent of affiliate conversions can get lost, for example, modern browsers like Safari (with ITP) and Firefox (with ETP) block any cookies, scripts/containers or get-responses, causing significant tracking challenges in affiliate marketing.
On the other hand, with reliable data, companies can identify the most effective sources, allocate resources efficiently, and scale successful practices while partners receive fair rewards.
By Anna Gidirim, CEO of Admitad
