These were the burning questions tackled at Affiliate Summit West 2025 during the popular and thought-provoking session, "Stopping User Consent Eating Our Lunch: The Impact of Consent-Driven Tracking on the Future of Affiliate Marketing". The discussion was incredibly engaging, featuring insights from top industry leaders: Steven Brown, CEO of Moonpull, Santi Pier, CEO of CJ, Garth Harris, GM of CAKE Software Inc., and David Lloyd, Chief Customer Officer at Awin. 

But what were the key takeaways from this game-changing session? 

The Consent Dilemma: A Double-Edged Sword 

User consent requirements, driven by data privacy laws like GDPR and CCPA, are reshaping how marketers operate. To protect user privacy, marketers must quickly rethink their tracking strategies. 

"Affiliate marketing's dependence on third-party cookies is running out of time," said industry expert, Steven Brown. "We must adapt with privacy-friendly solutions that still deliver results or face serious challenges." Some advertisers have already lost 20-30% of tracking data due to poor consent management— and with it, significant revenue. 

But it’s not just about compliance. The panel stressed that winning user trust is the key to creating long-term success in affiliate marketing. 

The Data Blackout: What We’re Losing 

So, what's at stake? Without effective tracking, we risk losing the ability to accurately measure campaign performance. This is a nightmare for marketers who rely on data to optimize strategies and prove ROI. 

David Lloyd pointed out a critical statistic during the session: "Over 40% of users are now opting out of cookie-based tracking. That’s a huge chunk of the audience disappearing into a data black hole." 

Think about it - if you can’t track users, how do you attribute conversions? How can you refine and scale your affiliate programs? This looming "data blackout" is forcing marketers to rethink their core strategies. 

Solutions: Let’s Stop the Bleeding 

The good news? The industry isn’t standing still. Panelists shared actionable solutions to combat the challenges of consent-driven tracking: 

• First-Party Data Is King: “The path forward is clear. We must prioritize first-party data,” said Santi Pierini. By collecting data directly from users who willingly opt-in, marketers can bypass some of the limitations imposed by third-party cookies. 

• Cookie-less Tracking: Garth Harris emphasized that “cookie-less tracking technologies need to be at the center of your strategy moving forward.” This includes server-side tracking and other innovative methods that don’t rely on cookies. 

• Transparency and Trust: Winning trust isn’t just a buzzword, it’s a necessity. "It’s about being upfront with users about what you’re collecting and why it’s valuable to them," said Steven Brown. 

The Clock Is Ticking 

The consensus among the panelists was crystal clear: the time to act is now. Marketers who cling to outdated tracking methods or fail to embrace privacy-first strategies will be left behind. 

"Don’t wait for a full-blown crisis to hit," urged Garth Harris. "Start testing new tracking solutions today. Experiment, gather data, and be ready to adapt." 

The session concluded with a sobering yet hopeful message: while the challenges ahead are significant, they’re not insurmountable. With the right tools, strategies, and mindset, affiliate marketers can not only survive but thrive in this new era. 

Final Thoughts 

Affiliate marketing is at a pivotal moment. The era of unrestricted data collection is over, and the future belongs to those who prioritize trust, transparency, and compliance. 

Are you ready to adapt? The tools and solutions are available—you just need to take action. Embrace privacy-focused tracking, invest in first-party data, and prioritize your users. As Steven Brown says, “The industry is changing whether we like it or not. Adapt or get left behind.” 

Because in the end, this isn’t just about surviving consent-driven changes—it’s about building a better, more sustainable future for affiliate marketing. 

Looking to stay up to date with all things affiliate marketing? Then you NEED to be at Affiliate Summit East, August 4-5 2025 - register today!