Third Party Cookies and B2B Digital Marketing
Posted: Tue Dec 03, 2024 7:19 am
Third-party cookies also play a fundamental role in the context of B2B digital marketing (Business to Business), i.e. the trade of digital goods or services aimed at organizations and companies . Unlike B2B marketing , B2C marketing (Business to Customer) is instead aimed at the end customer.
Thanks to third-party cookies, B2B digital marketers obtain an accurate profile of potential customers and the market segments they belong to. From the data thus obtained, advertisers can identify customer needs and propose solutions capable of bringing benefits.
Even if the B2B target audience requires the development of specific integrated B2B digital marketing strategies compared to B2C, cookies represent a substantial advantage for optimizing the resources available for campaigns and increasing the possibility of conversion.
Why are they blocking third-party cookies?
However, such a powerful tool is not without its downsides. The georgia phone number library invasive nature of these cookies has been debated for years now, and while they provide a perfectly detailed profile of users’ behavior on a site, users may not feel comfortable with a cookie tracking their every move, without proper and informed consent.
Although they are anonymized data, there is a good deal of risk that – in particular situations – third-party cookies allow users' identity to be traced, for example if linked to the filling out of forms, geolocation, entry into a reserved area and so on.
This has a strong impact on users' privacy on the web and has convinced many countries, especially European ones, to regulate its use.
The harshening of public opinion and institutional judgments has pushed, in recent years, browsers such as Safari and Firefox to eliminate the use of third-party cookies. Many others, such as Google, have announced that they will proceed in this direction in the short term.
But if for Firefox, Edge and other browsers the problem is limited, because they are used by a small portion of the market, for Google – and those who create advertising campaigns on its platforms – this transformation risks being traumatic.
What are the solutions? The example of the Privacy Sandbox
Thanks to third-party cookies, B2B digital marketers obtain an accurate profile of potential customers and the market segments they belong to. From the data thus obtained, advertisers can identify customer needs and propose solutions capable of bringing benefits.
Even if the B2B target audience requires the development of specific integrated B2B digital marketing strategies compared to B2C, cookies represent a substantial advantage for optimizing the resources available for campaigns and increasing the possibility of conversion.
Why are they blocking third-party cookies?
However, such a powerful tool is not without its downsides. The georgia phone number library invasive nature of these cookies has been debated for years now, and while they provide a perfectly detailed profile of users’ behavior on a site, users may not feel comfortable with a cookie tracking their every move, without proper and informed consent.
Although they are anonymized data, there is a good deal of risk that – in particular situations – third-party cookies allow users' identity to be traced, for example if linked to the filling out of forms, geolocation, entry into a reserved area and so on.
This has a strong impact on users' privacy on the web and has convinced many countries, especially European ones, to regulate its use.
The harshening of public opinion and institutional judgments has pushed, in recent years, browsers such as Safari and Firefox to eliminate the use of third-party cookies. Many others, such as Google, have announced that they will proceed in this direction in the short term.
But if for Firefox, Edge and other browsers the problem is limited, because they are used by a small portion of the market, for Google – and those who create advertising campaigns on its platforms – this transformation risks being traumatic.
What are the solutions? The example of the Privacy Sandbox