Affiliate Marketing and ITP 2.0 (News and Updates)

Affiliate Marketing and ITP 2.0 (News and Updates)

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Last year Apple released a privacy enhancement for Safari web browsers called Intelligent Tracking Prevention, known as ITP 1.0. In the coming weeks, ITP 2.0 will be rolling out, which has the potential to significantly impact cookie tracking.

What do affiliate marketers need to know?

ITP 2.0 is a privacy change that targets third party tracking. Essentially there will be no more third-party cookie storage through Safari on mobile, desktop, or tablets. While this does not mean that affiliate commissions can no longer be tracked at all, it does mean that other methods need to be put into place.   

If you are a network, you need to be relaying information to your merchants about how your network is dealing with the change and what the merchants need to do in order to be compliant.

If you are a merchant, you need to check with your networks to find out what changes you should be making. Most networks already have a solution in place but likely need cooperation on your part to make the necessary changes. Once you have made the changes, be sure to let your affiliates know.

If you are an affiliate, you need to be sure that the merchants you work with are aware of the changes and taking the necessary steps to ensure you will receive your commissions. Check your analytics to see how much of your traffic comes through Safari to understand just how much you will be impacted if the merchants do not make the changes.

Even if your company does not rely heavily on Safari traffic, this is not the end of changes we will see in the coming months with regard to third-party cookie tracking. For example, Firefox will be testing a similar privacy protection this month. The sooner that our industry adapts to the changes, the better it will be for all of us.

Further Reading on ITP 2.0 and Affiliate Marketing

For more detailed information about what our members are doing, read the following updates from PMA members:

What Does ITP 2.0 Mean for You? (Impact)
What is Apple IPT 2.0 and how to prepare your affiliate program (ShareASale)
The importance of a full tracking solution in an ITP 2.0 world (Awin)
Don’t Lose Any Money in Affiliate Marketing with ITP 2.0 Coming (SmarterChaos)
Safari ITP 2.0: All You Need to Know (Pepperjam)
Safari’s TIP 2.0 – Is Your Program Ready? (LinkConnector)
What Apple’s Intelligent Tracking Prevention 2.0 (ITP) Means for Performance Marketing (TUNE)

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Tricia Meyer

Tricia Meyer is an attorney and affiliate marketer. She is the founder and owner of Helping Moms Connect and Sunshine Rewards as well as the current Executive Director of the Performance Marketing Association. She is the co-owner and primary white wine drinker of the Wine Club Group.

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