It’s no longer breaking news that the third-party cookie is dying. (I promised myself I wouldn’t say “crumbling.”) Apple and Firefox have already restricted their use, and Google is phasing them out over the course of 2021. Between iOS and these desktop browsers, a large portion of your audience can no longer be tracked with third-party cookies.
The trend in B2B marketing over the past five years has been data-driven marketing and ABM, both of which traditionally rely heavily on third-party cookies. Without the help of those trackers, many B2B marketers will need to rethink their investments in data.
Before we get too far, a reminder that first-party cookies are still accessible to marketers. There is still valuable data to monitor and use. What we lose is the retargeting and the long-term tracking that third-party cookies can provide. Since B2B tends to have long sales cycles, the thought of losing data after only a week is enough to keep us up at night.
Fear not, my sleepless marketing friend. While the end of reliance on third-party cookies requires a change in strategy and mindset, it may open broader opportunities for B2B marketers.
Don’t take my word for it, listen to the future of our industry explain it.