First-party pixel tracking: the future of digital advertising?

By September 21, 2022 No Comments

Pixel tracking is a process through which a pixel is placed on a web page and then monitored to collect data about user behavior. Facebook pixel tracking, in particular, has become an important tool for digital advertisers in recent years. While some have raised concerns about potential privacy implications of pixel tracking, the technology nonetheless remains a powerful way to gather data about users’ online behavior.

How has pixel tracking evolved over the years, and why is it becoming more popular among brands and advertisers?

Pixel tracking first became popularized in the early 2010s as a way for brands to collect data about their online audiences. By placing a pixel on their website, advertisers could track user behavior and get insights into how users interact with their site. This data could then be used to improve the effectiveness of digital advertising campaigns.

In recent years, pixel tracking has become even more popular, thanks in part to the rise of social media advertising. Facebook, in particular, offers a powerful pixel tracking tool that allows brands to collect data about their Facebook ads campaigns. This data can be used to track the performance of ads, optimize ad delivery, and better target potential customers.

Pixel tracking is becoming increasingly important for brands that rely on digital advertising to reach their target audiences. As the technology continues to evolve, it is likely that pixel tracking will become even more ubiquitous in the world of online advertising.

The iOS 14 & iOS 15 Updates Changed Everything

The release of iOS 14.5 in May 2021 brought a major change to the pixel tracking landscape: Apple began requiring all apps to request permission from users before tracking their data. This change had a significant impact on Facebook, which relies heavily on pixel tracking to power its ad business.

As a result of the new privacy requirements, Facebook has had to make some changes to its pixel tracking tool. The most notable change is that Facebook can no longer collect as much data about users’ online behavior. This has caused some brands to worry that pixel tracking may become less effective in the future.

Despite these changes, pixel tracking remains a powerful tool for digital advertisers. While it may not be as effective as it once was, pixel tracking can still provide valuable insights into how users interact with brands’ online presence.

Why you should be using First Party pixel tracking for your advertising campaigns

To help solve these new issues from iOS updates, advertisers have begun relying on a new tool, first-party pixel tracking. Using tech saas platforms such as TripleWhale and Rockerbox, brands can now bypass the visibility issues that third-party pixel tracking such as Facebook’s pixel have by making the pixel a first-party one controlled by the brand itself and not a third-party entity such as Facebook.

The first-party pixel not only offers brands more control over their data, but it also provides more accurate insights into user behavior. By tracking users across multiple devices and platforms, first-party pixel tracking can give advertisers a more complete picture of how users interact with their online presence.

First-party pixel tracking is quickly becoming the new standard for digital advertisers. If you’re not already using first-party pixel tracking for your advertising campaigns, now is the time to start.

Chase Sagum

Chase Sagum

CEO of Sagum