Privacy regulations like GDPR and ePrivacy cause a significant share of valid traffic and sales to go untracked. When a user declines cookies, the digital link connecting a partner’s hard work to a final sale is broken. The sale still happens and the brand benefits from the revenue, but the partner receives zero credit.

We believe this is unsustainable. If partners aren't paid for the value they deliver, they can’t afford to keep sending high-quality traffic. While other platforms are starting to address similar challenges, for example Awin’s Commission Protection Initiative, Adtraction is taking a clear step forward with our own solution. We call it Fair tracking.

Introducing Fair tracking at Adtraction

Fair tracking is our commitment to restoring the balance. It ensures that partners are compensated for all the value they generate, not just the portion that is easy to track. While Fair tracking will evolve and expand with more components over time, we are starting with two key elements:

1. Probabilistic tracking
Using machine learning, this method analyses the behaviour of consenting users to model and estimate the conversions of non-consenting users. Because we analyse millions of clicks and transactions across our platform, our data volume allows us to attribute these otherwise unrecognised sales with a very high level of probability.

• How it helps: It allows us to credit partners for sales that were previously lost, ensuring conversion rates reflect reality.
  

2. CPC compensation for lost traffic
For some brands, probabilistic modelling may not be the right fit. In these cases, Adtraction uses a hybrid compensation model.

To cover the blind spot created by non-consenting users, we can implement a supplemental Cost Per Click (CPC) layer. This solution calculates the estimated value of the sales that cannot be tracked and compensates the partner for the clicks sent, rather than just the final sale.

• How it helps: This effectively insures the partner against tracking loss. Even if the final conversion tracking is blocked by a user's privacy settings, the partner is still paid for the high-intent traffic they delivered.

Why fair tracking matters
This isn't just about technology; it's about ecosystem health.

• For partners: You get paid for the work you actually do. Fair tracking ensures that your revenue isn't unfairly reduced by a cookie banner.
• For brands: You protect your relationship with your partners. By fairly compensating partners you ensure they continue to prioritise your brand over competitors who let untrackable sales go unpaid.
• For consumers: Their privacy is fully respected. Fair tracking supports a healthy ecosystem while respecting privacy choices and regulations.

What’s next for Fair tracking
Privacy-first is here to stay, but fairness must stay with it. With Fair tracking, Adtraction is making our contribution to ensuring that partner marketing remains transparent, sustainable, and built on trust.

We are currently rolling out Fair tracking across our platform, and the feedback so far has been very positive. Both brands and partners recognise the value of a model that rewards real contribution, even when traditional tracking cannot. This strong reception reinforces our belief that Fair tracking is an important step forward for the entire ecosystem.