[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"sanity-iXdd-P6RnUmu_NxHVIJCrbrliXdVpGuhCNpsMCYQas8":3},{"data":4,"sourceMap":-1},{"meta":5,"resource":9},{"sidebarCta":6},{"body":7,"title":8},"Subscribe to receive content covering advertising and employer branding tips and best practices.","Stay updated",{"_createdAt":10,"_id":11,"_rev":12,"_type":13,"_updatedAt":14,"body":15,"category":66,"chapters":69,"displayContents":491,"displayMinimal":492,"image":493,"preface":497,"product":498,"publishedAt":532,"resourceType":533,"slug":537,"subcategory":539,"title":541,"visible":491},"2024-03-04T14:06:00Z","f259702c-8ef9-45a4-9834-18cb3c188aed","gQV9qOAhO26TKYN76q0QTP","resource","2024-06-11T13:44:44Z",[16,27,35,43,50,58],{"_key":17,"_type":18,"children":19,"markDefs":25,"style":26},"2d68ea8f8cbf","block",[20],{"_key":21,"_type":22,"marks":23,"text":24},"388f12f65f220","span",[],"Online marketing has relied on third-party cookies for more than two decades to target consumers with messages and encourage them to buy products. However, as consumers demand greater privacy over their personal data, major browser companies have either already phased out or are in the process of phasing out third-party cookies.",[],"normal",{"_key":28,"_type":18,"children":29,"markDefs":34,"style":26},"7e4299496971",[30],{"_key":31,"_type":22,"marks":32,"text":33},"9306e84e040a0",[],"",[],{"_key":36,"_type":18,"children":37,"markDefs":42,"style":26},"a7b8ade71277",[38],{"_key":39,"_type":22,"marks":40,"text":41},"ef9bde1832280",[],"In January 2024, Google initiated the rollout of its new Tracking Protection feature, aimed at limiting cross-site tracking by automatically deprecating third-party cookies. The strategic phaseout has affected 1% of Chrome's global users so far, with the plan to reach all Chrome users by early 2025.",[],{"_key":44,"_type":18,"children":45,"markDefs":49,"style":26},"d3e7a8264779",[46],{"_key":47,"_type":22,"marks":48,"text":33},"7437db0bc7d20",[],[],{"_key":51,"_type":18,"children":52,"markDefs":57,"style":26},"676fe6a49d91",[53],{"_key":54,"_type":22,"marks":55,"text":56},"c60a0e0f434b0",[],"As a result, advertisers, tech ad publishers, and marketers must explore new, innovative methods to reach consumers online. While this presents significant challenges, it also offers exciting opportunities.",[],{"_key":59,"_type":18,"children":60,"markDefs":65,"style":26},"8bf769003bf0",[61],{"_key":62,"_type":22,"marks":63,"text":64},"c943a313cc790",[],"\n",[],{"_ref":67,"_type":68},"718afd1d-6be3-4868-a82c-a072618a5fcb","reference",[70,152,435],{"_key":71,"_type":72,"body":73,"sidebarCta":147,"slug":148,"title":151},"a2bf2d2d2ed9","chapter",[74,82,91,99,107,115,123,131,139],{"_key":75,"_type":18,"children":76,"markDefs":81,"style":26},"d9665895986a",[77],{"_key":78,"_type":22,"marks":79,"text":80},"14070257f0410",[],"In many ways, the cookie has fueled the internet’s evolution over the past two decades and given rise to some reliable, successful B2B marketing strategies. While we’re beginning to see alternative solutions emerge, the following cookie-based tactics are already facing tough challenges:",[],{"_key":83,"_type":18,"children":84,"markDefs":89,"style":90},"a20fbf6ec14f",[85],{"_key":86,"_type":22,"marks":87,"text":88},"19ecfc56935f0",[],"Remarketing and behavioral targeting",[],"h2",{"_key":92,"_type":18,"children":93,"markDefs":98,"style":26},"ba2951afcd07",[94],{"_key":95,"_type":22,"marks":96,"text":97},"0328adf6e9ee",[],"This has been the bread and butter of digital marketing. Without third-party cookies, marketers will lose the ability to build cookie-based audiences. They’ll no longer be able to serve ads across the internet to users who have visited their websites or serve ads based on someone’s browsing behavior.",[],{"_key":100,"_type":18,"children":101,"markDefs":106,"style":90},"0522fdec40b2",[102],{"_key":103,"_type":22,"marks":104,"text":105},"7fbea47d47030",[],"Account-based marketing",[],{"_key":108,"_type":18,"children":109,"markDefs":114,"style":26},"fa312ad2fd01",[110],{"_key":111,"_type":22,"marks":112,"text":113},"81b4346c2de1",[],"Marketers have relied on the third-party cookies to support their account-based marketing strategies so they can target very specific attributes within a group of prospective customers. Without cookies, narrowing that audience to a specific persona based on demographic or firmographic targeting has become more challenging.",[],{"_key":116,"_type":18,"children":117,"markDefs":122,"style":90},"a2d72ed0312e",[118],{"_key":119,"_type":22,"marks":120,"text":121},"c2faceae54950",[],"Programmatic advertising",[],{"_key":124,"_type":18,"children":125,"markDefs":130,"style":26},"ecd8ca2a2d98",[126],{"_key":127,"_type":22,"marks":128,"text":129},"31581ec156d3",[],"As advertisers pressured their technology partners for high-quality scale, ad tech companies delivered programmatic advertising. This method relies on third-party cookies to collect anonymized user data, segment audiences and serve personalized, targeted content at scale. When the browser blocks cookies, this highly lucrative and popular strategy will no longer work. Adtech companies that have built demand-side platforms (DSPs) or data management platforms (DMPs) will be most affected by this change. DMPs rely on cookies to collect anonymized user data and segment audiences. Publishers may also suffer because they will lose the ability to find and scale those audiences.",[],{"_key":132,"_type":18,"children":133,"markDefs":138,"style":90},"3062ec91587d",[134],{"_key":135,"_type":22,"marks":136,"text":137},"eac1f4a3cc410",[],"Attribution",[],{"_key":140,"_type":18,"children":141,"markDefs":146,"style":26},"8e451ebae61d",[142],{"_key":143,"_type":22,"marks":144,"text":145},"f48a980358ed",[],"Marketers constantly debate which touchpoint attribution model (i.e. first click, last click, etc.) can take credit for generating revenue. Those discussions will subside without a third-party cookie to track view-through conversions and activity across multiple digital touchpoints.",[],[],{"_type":149,"current":150},"slug","marketing-strategies-at-risk","Some B2B marketing strategies may crumble without cookies",{"_key":153,"_type":72,"body":154,"sidebarCta":431,"slug":432,"title":434},"e87606b16d14",[155,163,171,191,202,220,242,259,270,275,282,290,298,307,315,323,331,339,347,355,370,377,385,408,415,423],{"_key":156,"_type":18,"children":157,"markDefs":162,"style":26},"e1971f64aae0",[158],{"_key":159,"_type":22,"marks":160,"text":161},"c49cf4fa0b9e0",[],"Advertisers, ad tech providers, marketers and publishers are forced to revisit their data sourcing and storage strategies, while finding alternative solutions to handle cross-site engagement and attribution. Here are a few solutions we’ve seen from across the industry.",[],{"_key":164,"_type":18,"children":165,"markDefs":170,"style":90},"d9258cbdb425",[166],{"_key":167,"_type":22,"marks":168,"text":169},"ec9b614b2b8b0",[],"New adtech and martech",[],{"_key":172,"_type":18,"children":173,"markDefs":187,"style":26},"49c77cdf3684",[174,178,183],{"_key":175,"_type":22,"marks":176,"text":177},"7e5eb2fe099c0",[],"Google introduced ",{"_key":179,"_type":22,"marks":180,"text":182},"7e5eb2fe099c1",[181],"b81704494d78","The Privacy Sandbox",{"_key":184,"_type":22,"marks":185,"text":186},"7e5eb2fe099c2",[],", dedicated to safeguarding user privacy and fostering the development of new privacy-preserving technologies. 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It enables advertisers to re-engage with website visitors by leveraging advertiser-defined anonymous groups (interest groups) and conducting on-device ad auctions to display ads.",1,"bullet",[218],{"_key":208,"_type":189,"href":219},"https:\u002F\u002Fdevelopers.google.com\u002Fprivacy-sandbox\u002Frelevance\u002Fprotected-audience",{"_key":221,"_type":18,"children":222,"level":215,"listItem":216,"markDefs":236,"style":26},"17c69ac4d160",[223,228,232],{"_key":224,"_type":22,"marks":225,"text":227},"266341e524de0",[226,209],"7285ab22a4ad","The Topics API:",{"_key":229,"_type":22,"marks":230,"text":231},"266341e524de1",[209]," ",{"_key":233,"_type":22,"marks":234,"text":235},"266341e524de2",[],"based on interest-based advertising. The API assigns relevant topics to a browser based on recent user activity.",[237,239],{"_key":226,"_type":189,"href":238},"https:\u002F\u002Fdevelopers.google.com\u002Fprivacy-sandbox\u002Frelevance\u002Ftopics",{"_key":240,"_type":189,"href":241},"bb6f6f250aea","https:\u002F\u002Fdevelopers.google.com\u002Fprivacy-sandbox\u002Frelevance\u002Fattribution-reporting",{"_key":243,"_type":18,"children":244,"level":215,"listItem":216,"markDefs":257,"style":26},"1f2692adfa04",[245,249,253],{"_key":246,"_type":22,"marks":247,"text":248},"8ef6d472312e0",[240,209],"The Attribution Reporting API",{"_key":250,"_type":22,"marks":251,"text":252},"8ef6d472312e1",[240],":",{"_key":254,"_type":22,"marks":255,"text":256},"8ef6d472312e2",[]," enables advertisers to measure the effectiveness of ad campaigns through various privacy enhancing practices, such as encryption, time delay, etc. This ensures measurement while safeguarding individuals' data from disclosure to third parties.",[258],{"_key":240,"_type":189,"href":241},{"_key":260,"_type":18,"children":261,"markDefs":266,"style":26},"d32d2fbaba09",[262],{"_key":263,"_type":22,"marks":264,"text":265},"9787bfa2660d",[],"The Privacy Sandbox APIs are accessible within Google's ads platforms. Google is encouraging ad technology partners to test and participate in growth and development efforts, ahead of the third-party cookie deprecation.",[267],{"_key":268,"_type":189,"href":269},"8b5be391ae26","https:\u002F\u002Fdevelopers.google.com\u002Fprivacy-sandbox\u002F3pcd\u002Fchips",{"_key":271,"_type":272,"citation":273,"copy":274},"d043001c0e8b","quote","Harikesh Nair, senior director of data science and ads measurement at Google ","We encourage other ad-tech providers to integrate with the ARA (Attribution Reporting API) to retrieve the conversion data they need, and process the ARA’s output to help maintain accurate measurement in a post-third-party-cookie world.",{"_key":276,"_type":18,"children":277,"markDefs":281,"style":26},"3dbecb8303f1",[278],{"_key":279,"_type":22,"marks":280,"text":33},"78c25076be960",[],[],{"_key":283,"_type":18,"children":284,"markDefs":289,"style":90},"6ba2c83e7f6e",[285],{"_key":286,"_type":22,"marks":287,"text":288},"f4f9c38d75b00",[],"Increased focus on first-party data",[],{"_key":291,"_type":18,"children":292,"markDefs":297,"style":26},"a0e12d822efb",[293],{"_key":294,"_type":22,"marks":295,"text":296},"c3b650f44c930",[],"Larger publishers have already started to build their own data marketplaces using first-party data. This consent\u002Fprivacy-driven advertising ecosystem will likely be adopted by publishers of all sizes working to build, engage and monetize their audiences.",[],{"_key":299,"_type":18,"children":300,"markDefs":305,"style":306},"4c22016618b3",[301],{"_key":302,"_type":22,"marks":303,"text":304},"1248af388662",[],"Walled gardens",[],"h3",{"_key":308,"_type":18,"children":309,"markDefs":314,"style":26},"85e1ffb864c0",[310],{"_key":311,"_type":22,"marks":312,"text":313},"5c9a4ef82143",[],"For B2B marketers, Google, Facebook and LinkedIn are the largest walled gardens. These platforms require password-protected logins that can provide data and insights into users across devices and properties. Google has access to more data than all of these companies, gathering engagement and purchase information from an entire ecosystem of properties including Search, Gmail, YouTube, Drive, Photos, Chrome and its voice-activated Google Assistant. More publishers might begin to create their own walled gardens. They may put some or all their content behind a login or paywall which could have an impact on advertising strategy and available solutions.",[],{"_key":316,"_type":18,"children":317,"markDefs":322,"style":306},"f791a47568e0",[318],{"_key":319,"_type":22,"marks":320,"text":321},"b06eb35634150",[],"First-Party data analytics",[],{"_key":324,"_type":18,"children":325,"markDefs":330,"style":26},"197d14ef7f29",[326],{"_key":327,"_type":22,"marks":328,"text":329},"5bd16dcbef52",[],"Advertisers should take a closer look at their own first-party data from websites, CRM, social media channels and other sources. Closely analyzing this data may provide deeper insight into which strategies and tactics impact the buyers’ journey so that marketers can sharpen messaging across these channels.",[],{"_key":332,"_type":18,"children":333,"markDefs":338,"style":306},"d1659a61bb18",[334],{"_key":335,"_type":22,"marks":336,"text":337},"17ae9eae879d0",[],"DSPs will have to pivot",[],{"_key":340,"_type":18,"children":341,"markDefs":346,"style":26},"86e6a37a197c",[342],{"_key":343,"_type":22,"marks":344,"text":345},"3917d40c2cba",[],"Of course, this first-party data won’t be available to DSPs and advertisers may consider more direct or programmatic guaranteed deals.",[],{"_key":348,"_type":18,"children":349,"markDefs":354,"style":90},"9144ca5764f3",[350],{"_key":351,"_type":22,"marks":352,"text":353},"c303912fd2670",[],"Contextual advertising and targeting",[],{"_key":356,"_type":18,"children":357,"markDefs":367,"style":26},"1b0f113eddad",[358,363],{"_key":359,"_type":22,"marks":360,"text":362},"144cfacc31000",[361],"1ac0fd2f1dbb","Contextual targeting",{"_key":364,"_type":22,"marks":365,"text":366},"144cfacc31001",[]," ensures ads are relevant to the user because it’s based on the content around it. Contextual ads have the ability to reach the right user, with the right content, at the right moment while minimizing the “invasiveness” often found with various tactics that leverage third-party cookies.",[368],{"_key":361,"_type":189,"href":369},"https:\u002F\u002Fstackoverflow.co\u002Fadvertising\u002Fresources\u002Fthe-difference-between-contextual-behavioral-targeting\u002F",{"_key":371,"_type":18,"children":372,"markDefs":376,"style":26},"852e2c60e61c",[373],{"_key":374,"_type":22,"marks":375,"text":33},"a966d85e52e30",[],[],{"_key":378,"_type":18,"children":379,"markDefs":384,"style":26},"0cfd542a22f3",[380],{"_key":381,"_type":22,"marks":382,"text":383},"08a49d6d6d260",[],"Contextual advertising, unlike advertising techniques requiring cookies, operates without the need to store files or data on users' devices, making it less intrusive. As this approach does not require downloading, it can display advertisements without accessing personal data. Furthermore, contextual advertising offers a more brand-safe approach to ad delivery, empowering marketers with greater control over their campaigns. ",[],{"_key":386,"_type":18,"children":387,"markDefs":405,"style":26},"612f5d996b28",[388,393,397,401],{"_key":389,"_type":22,"marks":390,"text":392},"7a26c41b1f260",[391],"8e1e70e21df3","The global market for contextual advertising",{"_key":394,"_type":22,"marks":395,"text":396},"945d3f61317e",[]," is projected to reach $562.1 billion by 2030, marking an increase of $199.8 billion from the year 2022.",{"_key":398,"_type":22,"marks":399,"text":231},"7a26c41b1f263",[400],"em",{"_key":402,"_type":22,"marks":403,"text":404},"7a26c41b1f264",[],"As AI and other machine learning technologies continue to evolve, contextual targeting is poised to become an essential part of the B2B marketing playbook.",[406],{"_key":391,"_type":189,"href":407},"https:\u002F\u002Fwww.researchandmarkets.com\u002Freports\u002F4804634\u002Fcontextual-advertising-global-strategic",{"_key":409,"_type":18,"children":410,"markDefs":414,"style":26},"b0ab4725e49a",[411],{"_key":412,"_type":22,"marks":413,"text":33},"21eb033e991c0",[],[],{"_key":416,"_type":18,"children":417,"markDefs":422,"style":90},"a37ab91958ca",[418],{"_key":419,"_type":22,"marks":420,"text":421},"23a69018d9f90",[],"Content, creative and customer experience will win",[],{"_key":424,"_type":18,"children":425,"markDefs":430,"style":26},"28a31264b340",[426],{"_key":427,"_type":22,"marks":428,"text":429},"d88e6102498f0",[],"Content must be tied to context. 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