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TikTok enables first and third party cookies in its Pixel What changes for your marketing s

Introduction

On March 2023, TikTok announced the integration of first and third-party cookies into its Pixel, bringing notable implications for marketers. Here are three benefits of this new feature:

1. Accurate Measurement of User Behavior

TikTok will now be able to rely on a more comprehensive set of data, providing precise insights into user behavior both on and off its platform. This will help marketers better understand their audience and optimize their strategies accordingly.

2. Estimated 50% Increase in Events and Conversion Attribution

With the enhanced data collection, there is an expected 50% increase in the number of events and conversions triggered and attributed to TikTok ads. This will provide marketers with higher confidence in the efficacy of their campaigns.

3. Wider Retargeting Capabilities

The use of cookies opens up broader retargeting possibilities. TikTok's Pixel is already implemented on about 500,000 websites, and this number is expected to grow. This means marketers can retarget users more effectively across a wider range of sites.

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Keywords

  • TikTok
  • First-party cookies
  • Third-party cookies
  • Pixel
  • Marketing strategy
  • User behavior
  • Data collection
  • Conversion attribution
  • Retargeting

FAQ

Q1. What is the primary benefit of TikTok enabling first and third-party cookies in its Pixel? A1. The primary benefit is the accurate measurement of user behavior, which allows marketers to gain more refined insights into their audience both on and off the TikTok platform.

Q2. How will this update affect conversion attribution? A2. There is an estimated 50% increase in events and conversions attributable to TikTok ads, providing marketers with better data for campaign optimization.

Q3. What new opportunities does this update provide for retargeting? A3. The integration of cookies allows for broader retargeting capabilities, as TikTok's Pixel is installed on about 500,000 websites, and this number is expected to increase, enabling more effective retargeting across various sites.

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