POV: FACEBOOK TO RELEASE 1ST PARTY COOKIE OPTION
What Is Happening
Facebook has announced an option for advertisers to help circumvent the ITP 2.0 (Intelligent Tracking Protection 2.0) changes on Apple’s Safari. As a refresher, ITP 2.0 affects tracking domains and limits the use of tracking cookies, heavily impacting digital marketing capabilities.
In this new option, advertisers can enable the use of a first-party cookie, set in the advertiser’s domain, for tracking and optimizing their advertising activity on Facebook. Since ITP 2.0 targets the third-party cookies typically set by advertising vendors, these cookies from Facebook will maintain tracking capabilities for Safari users.
What It Means
The first-party cookie strategy, in conjunction with Facebook’s walled garden of profile data, will allow Facebook to continue business as usual in an ITP 2.0 world. For advertisers, a common challenge with first-party cookies is tracking cross-domain activity, since access to a first-party cookie is typically restricted to the domain it was set on. However, since all the first-party cookies that Facebook sets will be connected to a logged-in Facebook user profile, Facebook will be able to maintain cross-domain tracking.
What IgnitionOne Can Do
Facebook will automatically opt-in advertisers to the first-party cookie schema. IgnitionOne encourages clients to remain opted in so that they can gain the benefits of this technology. Clients can opt out by adjusting the pixel settings for active pixels, but it’s not recommended—the Facebook pixel does not need to be redeployed or modified, as the deployment of this feature is centrally controlled.
By opting in to the Facebook first-party cookie schema, we secure the deployment of efforts that IgnitionOne helps our clients with.
Additionally, while we do not currently have the advantages of a logged-in profile set like Facebook does, IgnitionOne is working toward enhancing our IDR (Identity Resolution) capabilities and other identification capabilities to further offset potential impacts of ITP 2.0.