Affiliate Future develops cookie-free ad tracking

by Paul McNally, Brand Republic 14-Mar-08, 10:30

LONDON - Online marketing network Affiliate Future has unveiled new technology that it claims will do away with the need to store cookies on web users' computers.

VeraciTag, which has been developed by the firm and is awaiting UK and US patents, has been billed as a solution to the often unreliable tracking system used by web advertisers to measure campaign success.

The new technology stores anonymous tracking data in each individual's web browser cache. The cookie-less system cannot be blocked on any of the major web browsers, including Internet Explorer and Firefox.

The firm said an alternative to cookies was urgently needed for online publishers who provide content for free and rely on banner advertising to stay afloat. Web users often switch off cookies on their computer because of privacy concerns.

Affiliate Future said VeraciTag, which launches today, would give advertisers a more accurate picture of how their banner ads are served to web users.

Maz Darvish, chief executive, said: "As we have the patent pending for the technology that underlies this new means of tracking, consumers have a guarantee that their privacy will not be compromised.

"The primary mechanism for affiliate tracking has been cookies. But as cookies are associated with the storing of personal information, many consumers have been encouraged to regularly delete cookies, which has a detrimental impact on affiliate marketers."