Ep. 466 | Cookieless Future, Part Two: Strategies for a Privacy-First World

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary This podcast episode of Sunny Side Up discusses the impact of Google's removal of third-party cookies on digital advertising and marketing strategies. Tom Keefe, a marketing ops expert, provides an overview of third-party cookies and Google's plans for a "privacy sandbox." The discussion focuses on how this change will affect account identification, personalization, and B2B marketers. Keefe suggests ways marketing organizations may adapt, including evaluating vendors and implementing first-party cookies. Both speakers emphasize the need to track changes to benchmarks and strategies as the digital landscape evolves in a cookieless world.

About the guest Tom Keefe is the Senior Director, Marketing Operations at Demandbase. As a RevOps leader Tom strives to expand his knowledge outside of the standard Ops role. Whether it's helping drive business within the revenue org, running trainings/best practice sessions, consulting with prospects and customers around their internal practices or aiding product/engineering; he always put an emphasis being a main contributor across multiple departments within an organization.

Connect with Tom Keefe

Key takeaways

- Google is removing third-party cookies and introducing a "privacy sandbox" to securely store browsing data for targeted ads while protecting privacy

- This will impact account identification and website personalization technologies that rely on third-party cookies

- B2B marketers may not need to change much directly but should assess vendor preparedness for cookieless targeting

- Marketing organizations should evaluate technology stacks, diversify ad networks, and prepare vendors for questions about cookieless strategies

- Benchmarks, like reach, conversions, and data identification, may change and need to be tracked over time as cookies are phased out

Quotes
"I personally want to be advertised to the nth degree, I want you to know that I only ever buy Subaru, I don't want to see a Ford F-150 truck. But at the same time, I want my data to be safe." - Tom Keefe

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