The Next Big Thing in Ad Tech: Life After Cookies
Kat Van Biene
Senior Director, Ad Operations
If you’ve been following the ad tech space, you’ve heard about the “cookieless future.” While the urgency around third-party cookies has eased—thanks to Google delaying its cookie phase-out—the shift is still happening. For CMOs, it’s time to look ahead and prepare for a digital world where traditional tracking methods like cookies will no longer be enough. So, what’s next for ad tech, and how can you stay ahead of these changes?
This blog explores emerging technologies and strategies that will keep your brand competitive in a post-cookie world, with a focus on Account-Based Marketing (ABM) and AI-powered analytics.
Where Are We Now?
While cookies still play a role in digital marketing, the push for privacy-first data practices is gaining momentum. Consumers want more control over their data, and regulations like GDPR and CCPA are raising the stakes. Even though the cookieless future is delayed, it’s crucial to prepare now to avoid being left behind when the transition accelerates.
What’s Next? Key Strategies for a Cookieless Future
Forward-thinking marketers are already exploring alternatives that will keep them on track in a privacy-conscious world. Let’s dive into the most impactful strategies and technologies reshaping digital marketing:
Build For First-Party Data
First-party data—collected directly from your customers—is the foundation of future marketing efforts. With privacy regulations limiting the use of third-party data, building a strong first-party data strategy will help you deliver more personalized experiences and better target key customers.
"This collaboration is helping bridge the gap between effective targeting and the growing demand for data transparency. "
Google’s Privacy Sandbox and Topics API are Your Friends
Google’s Privacy Sandbox and Topics API are paving the way for cookie-free ad targeting. Take some time to explore these tools that are designed to help you connect with the right audiences while prioritizing privacy. By starting now, you’ll be ahead of the curve as digital marketing continues to evolve.
Unified Identity Solutions
Unified ID 2.0, powered by The Trade Desk, offers a secure and privacy-first way to target users. By using anonymized identifiers like hashed email addresses (encrypted email addresses), marketers can serve personalized ads while respecting user privacy. Similarly, other solutions such as LiveRamp’s IdentityLink and ID5 are also innovating in this space, helping marketers adapt to privacy-first expectations. This collaboration across platforms is helping bridge the gap between effective targeting and the growing demand for data transparency. We anticipate more platforms to follow suit as the industry continues to evolve.
Account-Based Marketing (ABM) - Your Secret Weapon
In a world where third-party cookies are on their way out, Account-Based Marketing (ABM) is becoming a go-to strategy for B2B brands. ABM allows you to focus on high-value accounts and deliver personalized experiences directly to the decision-makers that matter most.
Here’s why ABM is a must for B2B marketers:
- Precision Targeting: ABM zeroes in on the most relevant individuals at target accounts, ensuring your marketing budget is spent efficiently.
- Multi-Channel Campaigns: With ABM, you can engage key decision-makers across channels—whether through LinkedIn, email, or targeted ads—without relying on cookies.
- Personalization & Privacy: ABM uses first-party data to create highly personalized experiences, respecting privacy while building trust with your audience.
AI-Powered Analytics are Transforming B2B Marketing
AI-powered analytics is another game-changer, especially in B2B marketing. It’s helping marketers make smarter decisions, automate processes, and get better results. Here’s how AI is driving success:
- Audience Insights & Predictive Analytics: Tools like HubSpot and our own custom-built analytics platform, Theia.ai, help marketers analyze customer behavior, predicting what decision-makers want and when they’re most likely to engage, powered by AI. This level of insight ensures that you’re targeting the right people at the right time.
Theia.ai is Just Global’s enhanced analytics solution, powered by our experts and enabled by AI. Read more about it here.
- Sales Funnel Optimization: Platforms like Marketo Engage and Pardot optimize the sales funnel by cleaning up data, personalizing the customer journey, and forecasting sales, making it easier to close deals faster.
- Lead Scoring & Account Mapping: tools like 6sense and Demandbase use AI to take the guesswork out of lead scoring, automatically mapping leads to the right accounts and even generating lookalike audiences based on your top customers.
- Media Buying & Programmatic Advertising: AI in platforms like The Trade Desk and Google Marketing Platform optimize media buying, ensuring that your ads reach the right audience at the right time.
- Real-Time Campaign Optimization: Tools like Google Ads and Facebook Ads Manager give marketers real-time insights, allowing them to make quick adjustments to campaigns for maximum performance
"As we move into this cookieless future, the challenge for marketers will be balancing personalization with privacy."
Exploring Cookieless Channels: CTV & Mobile
In addition to these strategies, don’t forget about cookieless channels like Connected TV (CTV) and mobile. These platforms have always relied less on cookies, making them excellent testing grounds for new targeting strategies. If you’re not already experimenting with CTV and mobile, now is the time to start.
Ready for What’s Next?
Navigating the changes in ad tech can be complex, but our team of experts is here to guide you. From building first-party data strategies to implementing ABM and leveraging AI-powered analytics, we’re ready to help you future-proof your marketing strategy.
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