Last year one of our B2B marketing predictions stated that marketers would need to strike a better balance between their personalization efforts and data privacy measures when faced with a cookieless future. The reliance on data insights to create more bespoke buyer experiences has never been higher. But with regulations and guidelines working hard to ensure that personal data remains safe from risk and used appropriately to keep sensitive information private, stronger guardrails around data protection are essential.
Google was still set to phase out third-party cookies in 2024, and our recommendation urged for the preparation of that transition with solid first-party data collection strategies and partnerships with transparent third-party data providers. But while the tech giant has since scrapped those plans for a new path toward better data privacy, marketers shouldn’t lose sight of the implications. Users will now have the option to opt out of having their user behavior data collected at any time in Chrome instead of full cookie deprecation, forcing marketers to rely less on this cookie data. Marketers can no longer wait to seek out digital marketing processes and strategies to not only obtain first-party intent data but also keep it safe and secure.
What the Post-Cookie Era Looks Like
Cookies—small data files storing user identification codes, preferences, and browsing history—have long been essential tools for advertisers to understand buyer behavior. In 2020, Google announced plans to phase out support for cookies in Chrome, a decision delayed multiple times due to concerns about the impact on marketers reliant on cookies for targeting and identification. With Chrome representing over 50% of the global browser market and hosting much of the world’s internet traffic, this shift would have profound implications.
Earlier this month, Google revealed that it will no longer deprecate cookies, but this decision still carries significant implications for those dependent on Chrome’s cookies for data. Observers note that Google’s new approach, which allows users to control cookie acceptance, mirrors Apple’s Safari model—where cookies are blocked by default, putting privacy directly in users’ hands. Surveys indicate that privacy is a priority for consumers, with 18% opting out of cookies daily and 70% using other methods like VPNs or clearing caches to protect their information. Marketers should prepare for continued challenges in targeting and measurement, even without the phase-out.
The reduction of third-party cookies will significantly shrink audience segments unless marketers expand their first-party data collection. Without these cookies, tracking users across websites becomes more difficult, weakening B2B strategies that rely on cross-site tracking for precise targeting and personalization. However, first-party data offers a way forward. By focusing on key interactions for intent—such as form fills, answers to qualifying questions, detailed sales conversations, and downloads—marketers can maintain visibility into the buyer journey and deliver hyper-personalized content for the customer experience that accelerates decision-making. This shift presents an opportunity for brands to provide the information buyers need from a single source, reducing the need for them to search elsewhere.
At the same time, privacy regulations like GDPR (General Data Protection Regulation), California Consumer Privacy Act (CCPA), and SOC-2 compliance will continue to shape how data is collected, stored, and used. These regulations encourage brands to build trust through transparency, fostering more meaningful relationships with consumers. They also enable marketers to cultivate higher-quality, engaged audiences who consent to receive marketing messages.
Savvy marketers are already collaborating with ad-tech partners to ensure their campaigns remain effective in this post-cookie world. If you’re not there yet, read on to learn how to prepare.
Three Ways to Prepare a Cookie-less Marketing Strategy
While there won’t be a single solution or technology that will replace third-party cookies, there are effective strategies to navigate this transition. By focusing on a refreshed data strategy, you can stay ahead of the curve. Here are three ways to prepare for a post-cookie future:
1. Audit Your Own Data, Ad-Tech Partners, and Vendors
Building a robust first-party data strategy in your ecosystem is crucial for adapting to a cookieless landscape. Begin by auditing your data quality and collection practices to ensure compliance with current and upcoming privacy regulations. Implement strong consent management systems and be more transparent about how customer data is gathered, used, and stored to maintain client trust.
Simultaneously, review the data practices of your ad-tech partners and vendors. Understand their plans for adapting to a cookieless environment and ensure their strategies align with your data governance policies. Inquire about alternative data sources, such as first-party data, anonymized data, and contextual targeting, and assess their commitment to data accuracy and privacy compliance. Avoid partners unprepared for the shift to new data collection methods. The last thing you want is to be left out in the cold by aligning with a partner who is not ready to change their approach in cookieless data collection.
2. Explore Alternative Options to Research and Identify Target Audiences
With the reduction of browser and device data, it’s essential to find alternative sources for audience insights. Test various methods for reach, scale, performance, and privacy compliance. Consider options like:
A few alternative target research options marketers should explore include:
- Onboarding hashed emails for direct targeting of logged in users
- Contextual targeting across niche publisher websites
- Internet protocol (IP) address targeting when available and applicable
- In-app advertising on mobile environments
- Data pseudonymization and data anonymization enhanced by account-level and customer data
- AI applications for lookalike audience building, predictive modeling, and behavior analysis
Exploring and testing alternative methods will help you find your preferred strategy that ensures resilience and privacy compliance in gathering audience data and building complete profiles when facing a cookieless world.
3. Build a Strategy Around First-Party Data and Zero-Party Data
As third-party data becomes harder to obtain, maximizing the use of first-party and zero-party data is essential. Zero-party data differs from first-party data as it is explicitly provided by the user through qualifying questions, purchase intentions, personal context, and how they want to be connected to the brand versus first-party that is collected through user submissions for actions like forms fills and downloads.
Integrate first-party and zero-party data gathering across all touchpoints—email, website, social media, advertising, and events—to build comprehensive user profiles. This approach not only enhances relevance and accuracy but also improves the user experience by delivering timely and personalized messaging. Ensure your data is clean and shared across teams to maintain consistency throughout the customer journey. Strong sales and marketing alignment will further optimize the use of your first-party and zero-party data.
By adopting these strategies, you can effectively navigate the post-cookie era and maintain a strong, data-driven marketing approach.
The Post-Cookie Era Is Here—Are You Prepared?
While Google’s plan to move ahead with cookies by choice and IP protection in Chrome web browsers gives some breathing room when it comes to using third-party cookies for audience segmentation and targeting, it’s imperative to embrace a post-cookie era mindset to stay ahead of the curve and test data strategies for cookie-less marketing with privacy-friendly strategies.
Account-based marketing (ABM) is ideal for a post-cookie world because it relies on personalized intent and first-party data to target specific accounts rather than broad audience segments. This focus on deep relationships with key accounts reduces dependence on third-party cookies and enhances data privacy compliance. It ensures you can continue delivering relevant, high-impact campaigns even without cookie-based tracking of user data.
Request a demo to see how our transparent, data-driven approach to ABM can accelerate your growth. We provide full visibility into how we generate, validate, and deliver engaged account details, all while prioritizing your data security and privacy. With SOC 2 compliance and a rigorous validation process, we’re here to help you drive faster, more effective marketing campaigns.
Need more guidance in your account-based marketing strategies? Download the 2024 Full-Funnel ABM Playbook to understand how you can use a combination of intent and first-party data to identify and engage your target accounts and give them the personalized and relevant experience through your ABM campaign that they need to choose your solution.
