Phoebe Gates' Retail App Draws Scrutiny Over Web Cookies

Summary

Bloomberg Technology editor Olivia Solon details an investigation into Phia, a shopping startup founded by Phoebe Gates, which allegedly overwrote affiliate tracking cookies to divert commissions from publishers and influencers. The practice—known as cookie stuffing—was found across over 50 retailers. Phia acknowledged and fixed the issue; partners have suspended ties while probing further. Comparisons are drawn to past cases like Honey and eBay affiliates, with potential legal and financial consequences still uncertain.

• Phia's browser extension automatically fired background clicks when items were added to cart, overriding other affiliates' cookies.
• The behavior was detected on mobile browsers across 50+ retailer websites over a testing period of about a week.
• Phia admitted the misattribution, called it a bug, and says it resolved the issue overnight after being notified.
• Some affiliate network partners suspended work with Phia pending deeper investigations.
• Earlier cases like Honey (owned by PayPal) and eBay affiliates resulted in class actions and even criminal charges.
• The company is backed by major VCs and celebrities, but the episode adds to previous negative news.