At Commission Factory, we believe in creating a fair and transparent affiliate marketing ecosystem that values the contributions of all partners. One way we achieve this is by offering innovative solutions like soft cookies. But what exactly are soft cookies, and why do they matter? Let’s unpack how they work and their role in ensuring balanced attribution.
What is a Soft Click Cookie?
Soft cookies are a flexible alternative to traditional “hard” post-click cookies, which are the most commonly used cookies in affiliate marketing. Hard cookies overwrite any previous post-click cookies when a new click occurs. By contrast, soft cookies do not overwrite existing hard cookies.
Here’s how it works: When a publisher is designated as a “soft-click publisher,” they receive commission only if they are the sole click in the customer’s purchase journey. If another publisher is involved, the sale is attributed on a last-click basis to the publisher who drove the prior hard click.
Why Use Soft Cookies?
Soft cookies are designed to address situations where specific publishers’ activities could disproportionately overwrite other publishers’ hard cookies. By enabling soft cookies, advertisers can collaborate with these publishers without negatively impacting existing relationships with other partners.
Examples of Publishers That Use Soft Cookies
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Conversion Optimisation/Overlay Technologies: These technologies are often implemented on an advertiser’s site to serve overlays that encourage customers to complete their purchases. Since these overlays typically appear after the customer has already arrived on-site (often via another publisher’s efforts), a soft cookie ensures that the overlay does not unfairly “steal” the sale by overwriting the original publisher’s hard cookie.
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Toolbars or Browser Extensions: Toolbars and browser extensions work passively, sitting in a customer’s browser and activating at specific moments to offer incentives such as cashback or discount codes. In some cases, these extensions appear just before a purchase is completed, encouraging the customer to click through them. By setting these publishers on a soft cookie, advertisers ensure the original publisher’s contribution to the sale isn’t unfairly overwritten.
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Display or Retargeting: Similar to overlays, display ads and retargeting campaigns often reach users who are already in the purchase funnel thanks to another channel. A soft cookie ensures that the contribution of the original attributor is protected.
Benefits of Soft Cookies
For Advertisers:
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Expanded Collaboration Opportunities: Soft cookies broaden the range of potential publishers advertisers can work with. By enabling soft cookies, advertisers can experiment with new technologies and partners without risking conflicts with existing publishers.
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Balanced Attribution: Advertisers can protect the contributions of all partners while testing solutions on a CPA basis, which eliminates upfront financial risks.
For Publishers:
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Improved Appeal to Advertisers: While publishers using soft cookies might initially see reduced commissions, the soft-click setup can make their offerings more attractive to advertisers. This increased appeal can lead to more collaboration opportunities and long-term partnerships.
Fair Attribution in Action
At Commission Factory, we understand that attribution can be a complex and delicate balancing act. Soft cookies are just one example of how we’re working to protect the interests of all stakeholders in the affiliate marketing ecosystem. By fostering transparency and collaboration, we create an environment where advertisers and publishers can thrive together.
If you’re interested in learning more about soft cookies or how we ensure fair attribution, reach out to our team today. Let’s keep the conversation going.