There is an ongoing conversation in affiliate marketing about the next generation of tracking where there would be no reliance on cookies.
Sure, there are options out there where affiliates can get credit for all traffic from specific domains, but that precludes PPC, e-mail and other forms of affiliate action.
So anyway, ClickZ reports that there is a company called TruEffect offering up cookie-free ad serving.
To the chagrin of the ad community, “cookie” has become a four-letter word that means “invasion of privacy” in the eyes of many people, and that sensitivity is spreading to some marketers.
Scott Nelson, COO of TruEffect, a Broomfield, CO-based ad serving and measurement company, said one of the firm’s clients was particularly insistent about finding a way to serve ads and measure clicks and impressions without using cookies. He said the client, which markets to teens, stopped using third-party ad servers after being criticized. Nelson said the clientâ€™s refusal to use the typical systems was “a backlash from being accused of tracking consumers online with cookies.”
But the solution from TruEffect isn’t quite ready for affiliate marketing just yet. “When you forfeit the cookie, you forfeit the possibility to do post-click analysis,” concedes Nelson.
However, it’s a step in the right direction.
More details at http://clickz.com/showPage.html?page=3627381.