philip lelyveld The world of entertainment technology


Your Move, Apple: Facebook Intros First-Party Cookie Option To Power Its Tracking Pixel

cookieboomThe third-party cookie isn’t crumbling so much as imploding.

In a Friday email to advertisers and publishers, Facebook said that on Oct. 24 it will start offering a first-party cookie option for the Facebook tracking pixel so that businesses can keep targeting their ads and measuring their campaigns without relying on third-party cookies. Facebook confirmed the release to AdExchanger.

Buyers and pubs can immediately log into Events Manager, Facebook’s data management system, to update their settings in preparation.

Apple has been particularly aggressive in its attacks on third-party cookies in Safari, starting with Intelligent Tracking Prevention (ITP) last year, a mechanism that blocks cookies if they don’t have a first-party connection to the user.

In June at its Worldwide Developers Conference, Apple made a move to kill digital fingerprinting in iOS 12 and its latest Mac OS, making a direct dig at Facebook. “Data companies are clever and relentless,” said Craig Federighi, Apple’s SVP of software engineering, at the time.

Although the way Facebook’s ad products work won’t change, in cases where there aren’t first-party cookies feeding Facebook’s pixel, reporting will inevitably be less granular for conversions and activity coming from Safari.

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