MARKETING INSIGHTS  & TRENDS

The UK Data Act 2025 introduces a groundbreaking cookie exemption for affiliate marketing. For the first time, consent-free tracking for attribution is legally permitted – under strict low-risk conditions. This marks a major shift for advertisers and publishers operating in the UK.

Germany’s new action plan targets unfair competition from platforms like Temu and Shein, introducing stricter regulations to ensure product safety, transparency, and sustainability. This creates new challenges for global players but opens opportunities for advertisers and publishers to focus on trusted, local, and ethical brands in performance marketing.

Google’s removal of voucher white label content from German search results marks a major shift in SEO strategy, favoring original, high-quality coupon pages. While large publishers may face losses, pure voucher platforms and transparent, value-driven content stand to gain.

Instagram’s switch to a 4:5 post format offers more space for storytelling, product placement, and affiliate links—boosting engagement and conversion potential. While it demands creative and technical adjustments, early adopters can gain a competitive edge in performance marketing and content strategy.

Apple’s update to View-Through Attribution marks a major shift toward more transparent and privacy-conscious ad performance tracking. As tech giants embrace postview models, the industry faces growing pressure to adopt fairer, more accurate attribution—especially in performance and display marketing.

Awin’s Conversion Protection Initiative sets a new standard in affiliate marketing by ensuring fair compensation for publishers despite privacy restrictions and technical barriers like ad blockers. Through privacy-focused, probabilistic tracking and server-side solutions, it offers accurate performance data while respecting user privacy—fostering trust, transparency, and sustainable growth across the industry.