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Privacy Tactics Complicate Ecommerce Marketing

February 2, 2024

Leading web browsers and email clients are doing more to stop user tracking, effectively reducing or eliminating the conversion signals many marketers depend on.

Advertisers love connecting ads with sales. That’s how they measure return on advertising spend, a key metric.

The same goes for ecommerce affiliate marketers, who need to know which affiliate partner drove a specific sale, to pay the commission. Simple.

What’s not simple is how individuals feel about being tracked. For years, consumers, legislators, and software makers have prioritized privacy. Those efforts have resulted in the European Union’s General Data Protection Regulation, the California Consumer Privacy Act, Apple’s Mail Privacy Protection, and more.

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