Ep. 457 | Cookieless Future, Part One: The Shift to Cohort-Based Advertising

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary
This episode of Sunny Side Up discusses the impending deprecation of third-party cookies and its impact on digital advertising. Gareth Noonan of Demandbase explains how the industry is transitioning from individual-level targeting to cohort-based advertising using signals like topics of interest. He reassures listeners that partners like Demandbase are prepared to guide customers through the changes. Some key takeaways are the importance of building first-party data and understanding context to reach audiences in a cookieless world. The discussion provides useful insights for marketers to consider as they prepare their strategies for the future of digital marketing.

About the guest

Gareth Noonan is the GM of Advertising at Demandbase. He is a proven leader in managing cross-functional international teams and owning profitable P&Ls for business units generating $100M+ revenue. His areas of expertise include- Programmatic Strategy, Operations, Business Development & Product for mobile app and desktop video, OTT, native, and display across all screens.

Connect with Gareth Noonan

Key takeaways

- Third-party cookies will be gradually phased out of Chrome starting in 2024

- Advertising will shift from individual targeting to cohort-based using topics of interest

- B2B advertising may be more resilient due to alternative signals like IP addresses

- Focus on building first-party data through consented lists and account-based strategies

-Understand the context of where your audiences consume information

- Partner with experts who are actively preparing for a cookieless future

Quotes
“We need to look at alternative identity identifiers and alternative identity providers. And so these can be thought of as companies that are bringing together signals and identifiers that don't depend on cookies."

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