Winning Target Accounts in a Cookieless Era

B2B Advertising In 2024
Winning Target Accounts
in a Cookieless Era
John Arnold
Principal Analyst
Gareth Noonan
General Manager,
Advertising

Copyright © 2024 Demandbase
Why is this important to digital marketers?
This impacts:
Targeting Measurement

…to grouping those users into more
privacy-safe cohorts based on
similar behaviors.
Moving from targeting and
measurement of individuals…
users interested in marketing, international
travel and mountain biking
user visited Martech Zone, Lonely Planet
and Mountain Bike Reviews Forum

Source: https://gs.statcounter.com/browser-market-share
65% of web traffic is via Google Chrome

Background | Setting up the stage
August 2019:
Google introduced Privacy
Sandbox including FLoC
and FLEDGE
June 2021:
Google announced
delay until 2023
July 2022
Google announced
delay until EOY 2024
May 2023:
Google announced they'll
begin disabling third party
cookies for 1% of randomly
selected users in Q1 2024
January 2022
Google introduced Topics
API, replacing FLoC
January 2020:
Google initially announced Chrome will fully
phase out third party cookies in two years
and said they’re working with the W3C to
gather industry feedback
April 2023
Google rebranded FLEDGE
to Protected Audience API
January 2024
Google started disabling
third party cookies

Google starts disabling Third Party Cookies
Sources: https://developers.google.com/privacy-sandbox/blog/cookie-countdown-2023oct?hl=en
https://privacysandbox.com/open-web/
● Process started January 2024
○ ~3.22 billion Chrome users worldwide
○ 1% of randomly selected Chrome users
(approx 32M users)
○ Plan to fully phase out third party
cookies by the end of 2024
● Users can opt-in themselves
via Tracking Protection
○ When enabled, it automatically cuts off
a website’s access to third party cookies

The Four Forces
of B2B Data
Deprecation

© Forrester Research, Inc. All rights reserved.
2024: A Year Of Change For B2B Advertising

© 2024 Forrester. Reproduction Prohibited.
The Four Forces
Of B2B Data
Deprecation
Source: Forrester Report: Frontline Marketing Must Develop New Audience Strategies In Response To Data
Deprecation

The Four Forces
Of B2B Data
Deprecation - #1
Deprecation

Countdown To Chrome Cookie Deprecation
Source: Google’s official privacy sandbox initiative website.
https://privacysandbox.com/open-web/#the-privacy-sandbox-timeline

The Four Forces
Of B2B Data
Deprecation - #2
Deprecation

Reckless Rebels
Conditional Consumerists
Data-Savvy Digitals
Nervous Unawares
Skeptical Protectionists
Forrester’s Five
Privacy Personas

Buyers Want
Privacy – On Their
Terms

The Four Forces
Of B2B Data
Deprecation - #3
Deprecation

Over 111
Countries Have
Data Privacy
Regulations

The Four Forces
Of B2B Data
Deprecation - #4
Deprecation

One Example:
Data Access Will
Continue To Erode
At Walled Gardens
Source: learn.microsoft.com

Photo by Kelly Sikkema on
What Data
Deprecation
Means For B2B
Organizations
Four Critical Marketing Use Cases Impacted:
1. Audience segmentation
2. Audience targeting
3. Personalization
4. Attribution and measurement

Digital Audiences
Are Increasingly
Anonymous
Deprecation

The Future Of Audience Targeting Is Addressability
Data access is stratified by degrees of person-level addressability ranging from “significant” to
“nonexistent”.
Source: Forrester Report: The Future Of Audience
Targeting

CTV Is A Growing
B2B Channel Due
To Context And IP
Targeting Options
Photo by Nicolas J Leclercq on
Unsplash

An
Audience-Based
Strategy Is Your
Secret Weapon
Activate an identity graph to
connect all the dots.
Forge second-party partnerships
to reach consumers where they are.
Add zero-party data for
context, preference, and
intention.
Build a core
first-party data
asset.

AI Can Help B2B
Marketers Increase
Entity Resolution
And Measurement
Capabilities

Forrester’s Segmentation And Targeting Spectrum
Source: Forrester Report: Segmentation And Audience Targeting: Macro To
Micro

B2B Marketers Must
Adopt Alternative
Marketing
Measurement
Frameworks

B2B Buyer Actions Taken In Response To Advertising
In The Last Six Months
Base: 141 Business Decision Makers. Source: Forrester Q4 2021 B2B Advertising Trends Survey

Not “click throughs”

“Click throughs”

Multi-faceted approach required
Double down on 1st party data - consented
audiences that you can target and track
performance on
Know how to combine account ID and targeting with
context to infer personas with high confidence
Remember that account-based ads are
less cookie-dependent by design than B2C
and B2B has alternate signals -
IP; firmographics/technographics;
content and context
Understand and test Privacy Sandbox…
BUT lots more you can also do -
Use this account-based targeting to drive 1st party
registration - provide compelling content, CTAs and other
reasons in the right context for anonymous 3P users from
target accounts to raise their hand and become 1P
Test and deploy alternative identifiers like
Liveramp RampID, ID5, UID2.0

Summary - Picking the right partner
● Specialization more important than ever
○ B2C adapting for B2C use cases; B2B buyers need
custom-built ad tech
● Demandbase was one of the few B2B and only
ABM participant in W3C committees engaging with
Google/Chrome on future standards
● High Intent Pages - Demandbase innovation
○ Storing and targeting Intent using keyword sets and historical
performance of site content instead of cookie data
○ Performance within range of cookie-based intent performance

Q/A
John Arnold
Principal Analyst
Gareth Noonan
General Manager,
Advertising

Winning Target Accounts in a Cookieless Era

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