Following Google’s and other online platforms example, Facebook will launch a way to face Safari’s ITP (Intelligent Tracking Prevention), which disables third-party trackers to capture cross-site browsing data from its Safari Browser. On top of that, Facebook’s solution will also solve problems such as blocked or deleted third-party cookies.
Their solution? They will simply offer businesses a first-party cookie option with the Facebook pixel. What’s the difference between first and third party cookies ? Simply put, when the domain of the cookie placed on your computer is the same as the site you are visiting then you have a first-party cookie. However, when the domain of that cookie is different from the website you are visiting, we speak about a third-party cookie.
As this change will be implemented automatically on October 24 it is important to stress that it won’t affect the user’s privacy or the controls they have over ads. Still, when it comes to advertisers, publishers and developers, the importance of this implementation will be huge. It will enable them to keep getting accurate website analytics, ad targeting and ad measurement. Of course they have to possibility to opt out if they, for example, estimate that the collected information is too sensitive.
In a nutshell, as Joe Osborne, Facebook corporate communications manager puts it: Facebook offers a first-party cookie option for the Facebook pixel in order to make it easier for businesses to understand site activity and ad attribution across browsers while maintaining controls people have over ads.