Affiliate marketing is undergoing a transformative shift. Third-party cookies were once the backbone of tracking and attribution in affiliate marketing. It has now been phased out. Google Chrome has started removal of third-party cookies from its browser. And amid such a scenario, companies like Earnkaro, backed by Ratan Tata, are pioneering new methods to adapt the change.

Earnkaro is a platform that allows users to earn income through affiliate marketing. It is now adopting local storage technology in which data is stored directly on the device of users. The method enables precise tracking of transactions without relying on third-party cookies.

Earnkaro and Cashkaro co-founder Rohan Bhargava explains the Earnkaro platform is also leveraging server-to-server integration. The technique monitors transactions through a session that is saved on the server of the retailer. It simultaneously ensures purchase details.

Earnkaro is already 60% into implementing the innovative technology. It is preparing a future where third-party cookies are obsolete.

NP Digital India CEO Pradeep Kumaar states that contextual advertising and new tools like Google Fledge could be viable alternatives. The methods mainly focus on tracking user engagement in a privacy-conscious manner. Marketers can now reach to their audience without infringing privacy.

Bhargava also highlighted the role of Mobile Measurement Partners (MMPs). Examples of it are Branch and AppsFlyer. These help in tracking the last interaction before a transaction. Brands are currently integrating software tools of MMPs like SDKs (Software Development Kits) into their websites.

The proactive approach of Earnkaro demonstrates a commitment to staying ahead of the curve. Affiliate marketing industry can now navigate the shift away from third-party cookies smoothly.