In the dynamic world of digital marketing, the battle between third party cookies and first party cookies is taking centre stage. Although Google has decided to maintain support for third party cookies in its Chrome browser, the future remains uncertain, and businesses should prepare for a potentially significant change. In this scenario, Affilired recommends that companies in the travel and tourism sector implement tracking systems based on 1st party cookies to ensure the continued success of their campaigns.

The Uncertainty of Third Party Cookies

Third-party cookies have been a cornerstone of audience tracking and segmentation in digital marketing. However, growing concerns about user privacy and data control have led many browsers and regulators to limit their use. Despite years of announcing the removal of third-party cookies, Google has postponed this decision, but has not released details of its future plans, creating uncertainty for marketers.

The 1st Party Cookie Advantage

1st Party Cookies offer a robust and sustainable alternative. Unlike third-party cookies, they are collected directly from the website owner’s domain, which provides several key advantages:

• Greater control and ownership of data: Businesses have full control over the data collected, allowing for more effective personalisation of marketing strategies.
• Regulatory compliance: First-party cookies help businesses comply with privacy regulations such as GDPR, ensuring the protection of user data.
• Consistency and reliability: These cookies are unaffected by changes in browser policies, providing a consistent and reliable source of data.

The Affilired Solution: Empowering Tourism Marketing with First Party Cookies

At Affilired, we understand that adapting to an ever-evolving digital environment is crucial. With third-party cookies still in play, Affilired can continue to empower the commissioned campaigns we manage for our clients, albeit since 2018 we have developed and implemented advanced tracking solutions based on first-party cookies, designed to optimise the performance of marketing campaigns in the tourism sector.

Benefits of Affilired tracking solutions

• Simple and Efficient Integration: Our solutions integrate easily with existing systems, enabling fast and seamless implementation.
• Advanced Data Analytics: We provide access to Mojo, our customised dashboard, which allows our clients to better analyse and understand the behaviour of users who book through our campaigns and adjust their strategy accordingly.
• Accurate Targeting and Personalisation: With accurate and reliable data, we can personalise campaigns to reach our clients’ target audiences more effectively.
• Performance-based campaigns: Our clients continue to enjoy a unique performance-based solution. Only sales validated at check-out or enjoyment are commissioned by Affilired.

Contact Affilired to find out more

Despite the continuity of third-party cookies, it has become clear that digital businesses must continue to move forward in the face of possible changes from the American giant. At a time when data privacy and control are more important than ever, the key is to adapt to this ever-changing environment and make the most of the possibilities offered by the ever-changing digital environment.

Affilired is ready to help companies navigate this change, recommending its clients to use a combination of 1st party cookies and 3rd party cookies to gain a better view of the user, creating more accurate audiences that convert better.

Our expertise and first party cookie-based tracking solutions can provide the competitive advantage you need to stay ahead in the travel industry.

Contact us today to find out how our customised solutions can boost your business and keep you at the forefront of the industry!