Adtraction launches Fair tracking to address the growing consent gap in partner marketing

Privacy rules and consent requirements are changing how digital marketing works. To address the growing gap between actual performance and what can be measured, Adtraction is launching Fair tracking, an initiative focused on fair and transparent partner compensation.

A growing share of traffic and sales in partner marketing is no longer trackable due to cookie restrictions, browser limitations, and user consent choices. While these transactions still create value and revenue for brands, partners often receive no compensation when tracking is blocked. According to Adtraction, this imbalance risks weakening trust and long-term sustainability within the channel.

“Privacy-first is here to stay, but partners still need to be paid for the value they create,” says Simon Gustafson, Founder and CEO at Adtraction. “When partners are not rewarded because traditional tracking fails, it puts the whole ecosystem at risk. That’s a problem we need to solve, while still respecting consumers' privacy choices and privacy regulations.”

Fair tracking is Adtraction’s response to this challenge. The initiative introduces new ways to ensure partners are compensated for the value they deliver, even when consent limits traditional tracking. In its first phase, Fair tracking uses probabilistic models based on aggregated platform data to estimate untracked conversions, combined with hybrid compensation setups to help cover tracking gaps.

The goal is not to avoid privacy regulations, but to ensure partners are treated fairly while following the regulations. By combining compliant technology with transparent compensation models, Adtraction aims to strengthen trust between brands and partners while keeping the performance-based nature of the channel.

“Others in the industry, such as Awin, have already started addressing parts of this challenge,” Gustafson adds.“We see Fair tracking as our contribution. That said, this isn’t something one or two networks can solve on their own. For partner marketing to work long term, fairness around tracking needs to be a shared responsibility.”

Fair Tracking is currently being rolled out across Adtraction’s platform, with early feedback from both brands and partners described as positive. Adtraction will continue to develop the initiative over time, adding new components as tracking and privacy requirements evolve.

Read more about Fair tracking here.