Tesco
B2B Marketing in a World Without Cookies
Article

B2B Marketing in a World Without Cookies

Peter Dewey, David Ratajczak, Alex Barocas, Katie Kilborn and Abhishek Shrivastava
Boston Consulting Group, 2022
Read the article

Read or listen offline

  • 0.5×
  • 0.75×
  • 1×
  • 1.25×
  • 1.5×
  • 1.75×
1×

Editorial Rating

8

Qualities

  • Applicable
  • Overview
  • Concrete Examples

Recommendation

The ever-present cookie is officially going the way of the pop-up ad, and many are saying good riddance – but how should marketers proceed in a world without cookies when cookies were the cornerstone of their targeted marketing campaigns? The Boston Consulting Group surveyed and interviewed IT and marketing experts to explore a future where the ever-present cookie is no longer available for consumption. This report outlines their blueprint for post-cookie success. Spoiler alert: It involves putting together the right technology stack and hiring people with the skills to run it.

Take-Aways

  • The internet marketing landscape is changing due to privacy concerns, but no one knows how to replace the ubiquitous data-gathering power of the cookie.
  • Marketers will need new ways of acquiring data, either by collecting first-party data or through partnerships with other platforms.
  • Invest in building advanced analytics skills and measurement and attribution capabilities.

About the Authors

Peter Dewey, David Ratajczak, Alex Barocas, Katie Kilborn and Abhishek Shrivastava are professionals with the Boston Consulting Group.

Comment on this summary or Diskussion beginnen