Enduring the Cookie-Apocalypse: Are You on the Right Track?

Rakuten Advertising Stage  •  Panel  •  2:00 PM–2:30 PM

Partnership marketing is transforming. Having previously been a channel that focused heavily on a very specific set of rules and metrics, it has pivoted and proved to be incredibly versatile, demonstrated through its ability to create solutions whilst privacy protection is at the forefront of consumers, and therefore the industry’s, minds.

Cookie deprecation is threatening the tracking of paid media spend, but what is actually going to happen? Amidst Google pushing back the abolition of third-party cookies, the partnerships channel has had the chance to start implementing necessary measures, including the prioritization of moving to GA4 in order to protect data assets in the future, and further creation and development of more advanced alternatives.

This session will aim to answer your burning questions and give you the insight you need to build a tracking strategy with longevity.

• How to get started in reviewing your tracking methodology
• What are the different tracking solutions offered by different affiliate networks - which is best for you according to your brand’s KPIs?
• How can tracking technology remain privacy-safe and cross-digital whilst working for all companies - are compromises going to have to be made?
• How can you get started building a more advanced crediting logic and tackle the issue of attribution, which for so long has gone on without a solution being found?