In recent years, the market size for internet advertising has been increasing with the expansion of the Internet. Among the internet advertising technologies, affiliate services, which are a performance-based service, use cookies to track and measure the performance of affiliates. However, for the purpose of safeguarding personal information, cookies tend to be regulated, which leads to concerns over whether normal tracking by cookies works as intended. Therefore, in this study, the recent problems from the perspectives of affiliates, affiliate service providers, and advertisers are extracted, and a framework of cookie-independent measuring engagement method using access logs is proposed and open issues are discussed for future affiliate services.