Third party cookies: Trending topic until 2023

In previous articles we explained the importance of the conversion pixel in your digital strategy, a code inserted in the web page of your ecommerce that sends the information of the actions that the user performs to servers like Facebook. These actions (page view, purchase...) are known as events and are used by Facebook to perform dynamic retargeting, optimize investment in campaigns and improve reporting.

The more user information the platforms have, the better their algorithm can work. 

1. What is the process currently like?

When a user logs on to Facebook, it saves a cookie (text file containing an id) on the device that is used as an identifier. Meanwhile when a person visits a web page, the pixel collects information about his activity and browsers such as Chrome send it to the server (owner of the pixel). Thus, Facebook receives detailed information about a user's actions and can identify him.

In 2022 Chrome will block the sending of cookies to third parties (third-party cookies). That is, it will only allow sending information about the actions that users carry out on the web (events), but it will not allow sending personal information through cookies, so it will not be possible to identify the user who performs those actions. And that is a problem, because it means that even if you know very well how to optimize your campaigns if there is no data there is nothing to optimize. This protocol is called Privacy Sandbox.

Chrome is not the first browser to announce this change, but it is one with the highest penetration and consequently the highest impact. So, when 3rd party cookies are blocked in Chrome, they will be blocked by default in most of the other browsers.

But, there is a solution? Actually the blocking is done by the browser (Chrome) and only when cookies are sent to another site that is not owned by the website to which they belong. Therefore, if we change the method of data transport and do not send information directly to third parties, we can still share that data.

The 2 rules of blocking in 2022 are: send cookies to third parties and do it through Chrome.

So what can we do? The solution will be to send cookies to our own server, which has the same domain as the website, and use Facebook's Conversions API to send the data and be able to continue tracking users.

At Adsmurai we have a Solutions Engineering team, experts in overcoming any technical challenge, who can help you set up everything you need to make your investment a success.