Towards Fairer Tracking for Better Digital Campaign Performance

In a constantly changing digital ecosystem, effectively measuring campaign performance has become a major challenge. Between GDPR, e-privacy, the abandonment of third-party cookies, the rise of ad blockers, and restrictions imposed by browsers, tracking is being put to the test.

Why reliable, high-quality tracking is essential

Tracking is the key to accurate, comprehensive, and transparent measurement of the actions generated by distributors. It ensures that every click, every conversion, and every sale is correctly attributed. This not only optimizes performance but also ensures fair remuneration for affiliates—an essential lever for building a lasting and virtuous relationship between advertisers and publishers.

What Kwanko has already implemented

Aware of these challenges, we have been continuously transforming our tracking solutions for many years:

• Constant improvement of our tracking technology to adapt to regulatory and technical developments.
• Growing adoption of server-to-server (S2S) tracking by our clients, ensuring real-time data transmission.
• Deployment of first-party tracking solutions to comply with new browser rules.

These initiatives provide a more complete picture of actual performance and, above all, better compensate affiliates for their actual contribution, regardless of the technical implementation used by advertisers.

New measures: an even fairer approach

To further our commitment to a more equitable affiliate ecosystem, Kwanko is rolling out a new compensation solution for campaigns where tracking is conditional on consent.

Depending on their context, some advertisers make tracking conditional on consent, which impacts publishers’ remuneration. To ensure that this situation does not unfairly impact publishers, it is necessary to implement a mechanism for accounting for/compensating untracked sales in order to restore balance to the relationship.

This initiative is part of a sustainable performance approach based on three key objectives:

• Reducing the impact of tracking losses on affiliate remuneration: when a user refuses cookies or blocks trackers, their actions may not be measured. This creates a loss of income for affiliates, whose work cannot be recognized or remunerated at its fair value. Thanks to our compensation mechanism, a statistical and modeled estimate of these missed conversions makes it possible to restore part of this value.
• Restoring fairness between different channels and publishers: some partners are more exposed to consent issues (e.g., content accessible without login, audiences sensitive to privacy issues, etc.). Without compensation, this unfairly penalizes certain levers that are nevertheless effective. Our solution restores a fairer balance in attribution and remuneration.
• Enhancing transparency and trust in affiliate campaigns: by clearly informing our clients and partners of these adjustments and providing more reliable measurement tools, we contribute to a better understanding of actual performance. This transparency is essential for building long-term relationships based on trust, fairness, and aligned interests.

In summary, this compensation solution is a decisive step towards fairer tracking, better measured performance, and more profitable campaigns for everyone.

A win-win collaboration

It is essential to make advertisers aware of the importance of tracking that is as accurate as possible. This is not just a technical issue: it is a key success factor for creating lasting partnerships with affiliates, in a context where competition for visibility and performance is fiercer than ever.

Effective tracking = fair compensation = motivated affiliates = high-performing campaigns.

And in a competitive environment, advertisers who compensate their partners fairly are more likely to stand out from the crowd.