The Facebook Pixel Will Add a First-Party Cookie Option
Facebook is following in the footsteps of Microsoft and Google by introducing a first-party cookie option for the Facebook Pixel that will enable advertisers globally to continue to access data from Apple’s Safari browser. Advertisers will be able to use this data to measure and optimize their campaigns on the social network.
Facebook said advertisers will begin receiving emails Friday alerting them about the new first-party cookie option for the Facebook Pixel, which will go into effect Oct. 24. The social network added that the change will take effect automatically, but advertisers can opt out at any point by going to the Settings tab in Events Manager at the pixel level, under the Measure and Report section of Ads Manager.
Periscope vp of media Jen Brady believes brands in sectors where sensitive information is collected, such as financial and medical, will probably opt out of the new first-party cookie option, but those in areas like entertainment will move forward with it.