The recent announcement on Monday, 22 July, that third-party cookies will remain in use has generated significant optimism within the B2B ecosystem.
This development is seen as a positive shift for brands, publishers, and the supporting infrastructure, according to Bombora CEO Mark Connon. Connon shared his insights in a column on Bombora’s blog, highlighting the potential impact of this news.
Connon noted that although details from Google’s announcement are limited, the prolonged uncertainty surrounding cookie deprecation had spurred innovation within the B2B sector. This period of adaptation has led to advancements that, when combined with renewed confidence in third-party cookies, promise to yield stronger outcomes across the industry.
Strategic Partnerships and Privacy Focus
Bombora has proactively established key partnerships with industry leaders, enabling clients to access alternative identity solutions alongside Bombora’s B2B intent and audience data. Privacy remains a crucial consideration for all stakeholders in the B2B ecosystem. Bombora’s data is sourced from its fully consented, proprietary publisher Co-op, which focuses on identifying business behaviours rather than individual actions, thereby safeguarding personal privacy.
The recent emphasis on first-party data is acknowledged as a valuable trend. With the continued use of cookies and the integration of alternative identifiers, Bombora is poised to explore new avenues of value creation through unified first-party and third-party data strategies. This approach aims to unlock additional benefits and drive innovation in the B2B marketing landscape.
Bombora’s commitment to supporting individual privacy choices is expected to result in sustainable access to ethical data, benefiting all participants in the ecosystem. The company’s strategic focus on data privacy and innovation ensures it remains at the forefront of industry developments.
The B2B Marketer, the online destination for B2B marketing professionals seeking valuable insights, trends, and resources to drive their marketing strategies and achieve business success.
