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News — 09 Feb 2024

Affise Takes
on the Cookie- pocalypse

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Affise Takes on the Cookiepocalypse


The world of digital advertising is undergoing a major transformation as Google, one of the biggest players in the industry, has announced plans to phase out third-party cookies from its Chrome browser. This change has sent shockwaves through the advertising ecosystem, forcing businesses to rethink their strategies for targeting and tracking users online. In response to this challenge, Affise, a leading performance marketing platform, has stepped up to provide innovative solutions for advertisers and marketers.

The Challenge of Third-Party Cookies

Third-party cookies have long been a staple in the world of digital advertising. They allow advertisers to track user behavior across different websites and serve personalized ads based on this data. However, concerns about privacy and data protection have led to increased scrutiny, and tech giants like Google have decided to phase out support for these cookies.

This poses a significant challenge for advertisers who rely on third-party cookies for tracking, targeting, and measurement. Without a viable alternative, businesses could see a decline in the effectiveness of their advertising campaigns and struggle to reach their desired audiences.

Affise's Response

Affise has recognized the urgency of this issue and has been working diligently to provide advertisers with effective solutions. Here’s how Affise is tackling the challenge posed by Google’s third-party cookies phase-out:
  1. Relying on first-party data.

     Affise has consistently advocated for the use of first-party data and has had the necessary tools for Server-to-Server (S2S) integration, including postbacks, first-party cookies with Javascript, Conversions API, and other mechanisms, since its inception. In fact, 95% of Affise’s clients have already embraced Server-to-Server integrations. Furthermore, we are taking additional steps to enhance our services. We are committed to offering Software Development Kits (SDKs) for the most widely used programming platforms, streamlining integration processes, and reducing integration time for our valued customers. Check the updates: https://github.com/affise
  2. Related Website Sets

    (https://developers.google.com/privacy-sandbox/3pcd/related-website-sets) The idea is straightforward. We can utilize this method within the Affiliate Industry to monitor user activity. All that’s required is the inclusion of a JSON file in the website’s .well-known directory (you can learn more about it here: https://en.wikipedia.org/wiki/Well-known_URI), with your Affise tracking domain specified as an Associated Site. Example:
  3. Third-party services like Stape.

    As solutions such as Stape’s become more prominent within the affiliate industry through platforms like Affise, there exists an opportunity to swiftly expand the adoption of server-to-server tracking. This can help the channel effectively shield itself from the imminent challenges posed by Google’s impending “cookiepocalypse.”
  4. Other solutions

    Google has brought forth additional mechanisms such as CHIPS (https://developers.google.com/privacy-sandbox/3pcd/chips) and the Storage Access API (https://developers.google.com/privacy-sandbox/3pcd/storage-access-api), which may serve as an alternative means to mitigate the impact of the “cookiepocalypse.” However, these solutions are less reliable for affiliate marketing industry.


The impending demise of third-party cookies presents a formidable challenge for the digital advertising industry.

Affise’s proactive approach to this challenge demonstrates its commitment to helping customers adapt and thrive in this new landscape.

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Dmitri Zotov

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