As digital advertising evolves towards a cookieless future, advertisers need to know what they can do today to plan successful campaigns when third-party data sources are eliminated. In a world where B2B buyers are already increasingly wary of disclosing personal details and freely consenting to tracking, the challenge of reaching and engaging audiences is more critical than ever. In this session, Demandbase’s Gareth Noonan, General Manager of Advertising, and Jennifer Hughes, Principal Digital Expert, will share the evolution of B2B advertising strategy amid Google’s fundamental changes to the web-based digital experience. Discover innovative strategies for targeting and measuring success in a cookieless world, ensuring your campaigns remain effective and relevant as Google continues to phase out third party cookies.

1. Digital Advertising
Strategies for a Cookieless
World
Jennifer Hughes
Principal Digital Expert
Gareth Noonan
General Manager,
Advertising

2. Why is this important to digital marketers?
This impacts:
Targeting Measurement

3. Why is this important to digital marketers?
…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

4. Why is this important to digital marketers?
Source: https://gs.statcounter.com/browser-market-share
65% of web traffic is via Google Chrome

5. 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

6. 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

7. What can
YOU do?

8. Copyright © 2024 Demandbase
Multi-faceted approach for digital marketers
Double down on 1st party data by optimizing digital
efforts and campaigns targeting consented audiences
Know how to combine account ID and
targeting with context to infer personas
with the highest confidence
Leverage account-based ads that use B2B signals for
context rather than more cookie-dependant B2C signals
Understand and test Google’s Privacy
Sandbox made for this purpose
Drive more & better 1st party data collection by using the
right context to share the most compelling content and
turn the right anonymous users into known people
Test and deploy alternative identifiers like
Liveramp RampID, ID5, UID2.0.
1. Learn & Test 2. Adapt & Execute

9. Copyright © 2024 Demandbase
Leverage B2B Signals for Account Based Ads
All Companies
B2B Companies with
right firmographics:
Revenue
Employees
Industry
Geo
And the right
Technology/Stack
And are consuming the
most relevant content
Use Case: Launch CTV Campaign
targeting optimized audience by IP
Address (not cookie dependant)

10. Copyright © 2024 Demandbase
Drive More & Better 1st Party Data Collection
TAM / ICP
Brand Awareness Campaign
Engagement Campaign
Lead Generation
Sales & Marketing align on a foundational list of accounts
to target by leveraging account based/B2B signals.
Warm up the buying committees with awareness campaigns
sharing the most relevant and valuable content to get them
engaging with your website and aware of your solution.
Target the most engaged accounts from the awareness
campaigns with ever more detailed, relevant, and helpful
content to establish credibility and trust.
Target the unknown decision makers in the most highly
engaged accounts visiting high value pages from the
engagement campaigns for 1st party data collection. Optimize
the efforts further with personalization and form enrichment.

11. Copyright © 2024 Demandbase
Double Down on 1st Party Data Usage
Optimize all of your Persona Based Efforts to inform highly customized messaging and content:
● Email nurture campaigns by various personas that make up the buying committee at different intervals
● Dynamic display campaigns with known people targeting to immediately re-engage new contacts
(especially effective for new content syndication leads who may not have been to your website)
● Automated marketing and sales workflow for the best buyer experience across channels
Leverage Real Time Insights for the known decision makers in your target accounts to continue to ensure you
are sharing the most relevant and valuable next-piece-of-content
● The types and levels of content consumption across the website by known contacts at various times in
the buyers journey informs not only campaigns but a content mapping exercise as well
● Other marketing engagement such as webinar registration, event attendance, visits to pricing pages, etc
Ramp up your Customer Campaigns by leveraging your first party data within client accounts
● Dynamic digital campaigns targeting known decision makers in advance of an upcoming renewal
● Leverage deal story insights around types of known person engagement that drove revenue most effectively
● Use known persona lists for growth opportunities that require a multi-threaded contact list

12. Copyright © 2024 Demandbase
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

13. Thank You!