Over a long period, cookies have been used significantly in digital advertising. It is one of the most useful approaches to enabling precise ad targeting and personalized user experiences. However, the growing pressure on digital advertising is caused by increasing awareness of privacy and the introduction of privacy-centered European laws (GDPR and ePrivacy). It has changed the way that Facebook collects, stores, and uses visitor data. Moreover, Chrome announced that phasing out the third-party cookie and Apple release of ITP 2.0 could have a negative impact on ad revenue and crippling cross-site tracking for Facebook (Zawadziński, 2024). To deal with this situation here are two alternatives that Facebook can help Facebook identify users online and facilitate a customisation browsing experience:
- First-party cookie
Facebook’s increase relies on first-party data when third-party cookies are gradually phased out. It can maintain its ad targeting and personalization services through directly collected data from the users’ interactions with the platform. These data include browsing history, content engagement, likes, and comments. Therefore, first-party data benefits from accuracy and compliance with privacy regulations allowing Meta to provide advertisers with personalized and targeted ad services without relying on third-party cookies (Zawadziński, 2024).
- Conversions API (CAPI)
The Conversions API (CAPI) works through direct server-to-server data transmission. It establishes a link between the advertiser’s server and Meta’s server. This setup does not rely on the user’s browser or third-party cookies and allows user interaction data to be sent directly from the advertiser’s server to Facebook (Jesien, 2021).
Through the First-party Cookie and Conversions API (CAPI), Facebook can still effectively track users’ experience when third-party cookies are phased out. These provide advertisers with personalized advertising for target users and safeguard user privacy.
Generally, in the ever-changing era of digital marketing, companies should comprehend the market changes promptly and utilize effectively of advanced technology to avoid being left behind.
References
Jesien, A. (2021, April 29). Preparing for the future of advertising with Facebook conversions API and Twilio segment. Segment. https://segment.com/blog/facebook-conversions-api-segment/
Zawadziński, M. (2024, May 15). What Facebook’s first-party cookie means for AdTech. Clearcode. https://clearcode.cc/blog/facebook-first-party-cookie-adtech/#toc-label-4