Facebook Pixel will add a first-party cookie option in a bid to allow the advertisers to keep getting data from Apple’s safari browser. Microsoft and Google have done the same and now the social networking giant would enable the advertisers to use the data for measuring and improving their ads on its platform. The Mark Zuckerberg led started sending emails and informing the advertisers from Friday. Thereafter the feature would go live from October 24th.
Joe Osborne, a Facebook spokesperson stated that, “We are offering a first-party cookie option for the Facebook pixel to help businesses continue understanding site activity and ad attribution across browsers.” He added that the changes have been done following the footsteps of other online platforms. Further, enabling first-party cookies for ads and analytics is more sought after approach by the borrowers. This on the other hand would not change the control that people have on the advertisements.
Although the changes would take places on its own, it is up to the advertisers to change the settings in Event Manager under the Measure and Report section.
How does it work?
Upon clicking the Facebook-served ad, a unique string getting attached to the landing page URL. If there are pixels on the website, it would share first-party cookie data with Facebook and the URL parameter would be added in the user’s browser in the form of a first-party cookie. Thereafter, the Pixel includes all the first-party cookie with all the events and sends to Facebook.
Apple’s launch of ITP to track the third party cookies have been a headache for Facebook since last year. The social networking giant is heavily dependent on the third-party cookies to match the website events from Safari users. It is done to closely monitor the conversion and increase the performance. During Worldwide Developers Conference held in June, Apple decided to put an end to the digital fingerprinting in iOS 12 and Mac OS.
Since then Facebook has been trying to work a way around it. This time, it has played safe by following what the companies such as Microsoft and Google have already done.