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The Third-Party Cookie is Crumbling
Is the end to ROI producing ABM on the horizon as well?
With Mozilla and Firefox already blocking cookies on default and Chrome launching a two-year phase-out, the end of third-party cookies is coming fast. Add to this diminishing Apple Identifiers for Advertising (IDFA) and the loss of other common identifiers, and the situation may seem bleak. Let’s face it, third-party cookies have made all sorts of information about every single web user incredibly easy to obtain. Even information users would not want to share if they had a choice.
Having access to third-party data was a simple strategy that made advertising and targeted marketing easier. The truth is, to succeed in the cookieless future, no single strategy will solve the problem. Yet, if you start implementing practices now, you will be prepared when the cookie crumbles. This article touches on what a cookieless future means for account-based marketing and how your organization can overcome it.
What is a cookie anyway?
There are two varieties of cookies: first and third-party. Both are bits of information that store browsing history, tracking data, and personalization preferences to improve user experience and for efficient ad targeting.
