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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