Facebook is making a big update to its tracking Pixel later this month, offering advertisers an option to use first-party cookies.
According to an announcement by Facebook to publishers, advertisers, and developers earlier this week, the platform will be allowing them to use first-party cookies from Oct. 24.
The move is a direct response to “intelligent tracking prevention” software blocking third-party cookies from websites. This software is increasingly being employed by users or being built into browsers like Safari recently.
When third-party cookies are blocked, advertisers aren’t able to track and collect data effectively – whether that’s visits, views, or conversions. Facebook Pixel has been powered by third-party cookies up until now, that’s why this is a major departure from the current status quo.
Google has also made a similar update to its Global Sitewide Tag recently, allowing it to stop Safari’s prevention measures.
As of October 24th advertisers will have the default option of using first-party and third-party cookies, which is recommended for advertisers because it allows them to “reach more customers on Facebook and to be more accurate in measurement and reporting.”
Advertisers who would like to opt out of first-party cookies can do so through their Pixel settings within Event Manager.