On October 24, Facebook will begin offering businesses a first-party cookie option with the Facebook pixel. This change is in line with updates made by other online platforms, as use of first-party cookies for ads and site analytics is becoming the preferred approach by some browsers.
Businesses have long relied on cookies to serve ads to relevant audiences and understand visits to their sites. Up until now, Facebook has used its pixel — powered by third-party cookies — for website analytics, ad targeting, and ad measurement. This new option will also help advertisers, publishers, and developers continue to get accurate analytics about traffic to their websites.
Why is this important?
Browsers and 3rd party tools are starting to crack down on "third-party" cookies which is what powers the Facebook Pixel. If uses are deleting these cookies, 3rd party tools are removing them, and browsers are blocking them, your facebook ad targeting strategy will suffer. Using a first-party cookie allows for better tracking and measurement and are not blocked or usually deleted by users.