What are the challenges with the current usage of third-party cookies and pixel?

What are the challenges with the current usage of third-party cookies and pixel?

  • Third Party cookies globally have been deprecated across iOS devices and browsers such as Mozilla Firefox, Chrome, etc. This results in weak tracking as browser pixels are becoming obsolete, resulting in almost 45-65% loss in signals, especially in the MENA region. If these users don’t get tracked, performance marketing campaigns won't bring the desired output. Following are the effects:

    • Attribution discrepancy in Snap Ads Manager

    • Loss in audience tracking or reach

    • Loss in Ads personalization

    • Decline in performance measurement metrics like Return on Ad Spends (ROAS) and Cost per Action (CPA)


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