[Column] Tim Wesdijk: The end of third-party cookies: Here's what you need to know

Google has announced that by the end of the third quarter of 2024, Third-Party cookies will be phased out, removing a crucial source of data for marketers and advertisers.

Third-party cookies were capable of measuring various types of data such as interests, preferences, and demographic information about users' internet behavior, even when they were not directly on the website where the cookies were placed.

The change particularly affects platforms like Meta, which rely on third-party cookies to measure and optimize ad performance.

Impact on Meta Pixel

With the phasing out of third-party cookies, platforms like Meta Pixel will need to drastically revise their strategies for data collection and analysis. These cookies, once so essential for capturing detailed user information, will no longer be available through browsers like Chrome and others. This means that Meta Pixel faces an immense challenge, as it primarily relied on these cookies for reporting and optimizing Facebook ads.

First-Party Cookies as a Lifeline

Although the impact is palpable, there is still hope for advertisers. Meta Pixel can still utilize First-Party cookies, provided that this functionality is enabled in the settings of the Pixel in Meta Events Manager. However, the use of First-Party cookies comes with limitations, as they only collect limited data on activity and users, such as page views, click activity, session data, geographic data, and referral data on the specific website where they are placed.

The Rise of Conversions API (CAPI)
Here, the Conversions API (CAPI) emerges as a powerful solution in this changing landscape. CAPI enables advertisers to send data about user activities from their own servers to Meta's servers. This server-side tracking eliminates the need for third-party cookies, providing advertisers with an alternative route to gather and analyze valuable data.

The transition to server-side tracking

For advertisers looking to anticipate the impact of the cookie-phasing policy, transitioning to server-side tracking is an absolute must. This transition marks a shift from relying on browser data to more direct and robust server-to-server communication. With these significant changes on the horizon, adaptability is the key to success. Advertisers who swiftly make the transition to server-side tracking and harness the capabilities of Conversions API will be well-prepared for the future of online advertising.

Contact
At Somention, experts are ready to guide you through the transition to server-side tracking using the Conversions API (CAPI). Contact us today to ensure your business is well-prepared for the future of online advertising! https://somention.com/contact/

Tim Wesdijk is the Social Advertising Specialist at Somention