Third Party Cookies Are Going Away. How Will You Engage Your Buyers?

The Role of Third Party Cookies Today

B2B companies today use audiences built using third party cookies (from Bombora, Oracle Data Cloud, and many other data providers) to reach and engage their buyers at target accounts. These cookies are on their way out. As a B2B marketer who wants to reach buyers at scale, you now need to plan for outbound display advertising programs that target buyers using first party cookies. 

What are First Party Cookies?

First party cookies exclusively belong to a specific brand or advertiser. All buyer engagement data that is collected and associated with the first party cookie belongs to the advertiser, and cannot be used by the ABM tech provider or Ad platform provider to reach or engage buyers for any other brand.


We now natively support first party cookies.The cookies are instantiated as the B2B company sends out marketing or sales emails to prospects. It is also created as new anonymous buyers land on the brand’s website. These cookies can additionally be sync-ed or mapped to a cookie-based audience that is used for targeted display advertising.

First Party Audiences

We now support creating and managing First Party Audiences on behalf of our Customers on our new Open GTM platform. First Party audiences can be built for a specific set of target accounts and buyer personas (called an “Audience” on the platform). As the Audience is processed, it is mapped to a specific set of cookies that are designed to support media buying. Buyers or users associated with these cookies are shown display ads from this B2B brand or advertiser.

Ideal Account Profile (IAP) Accounts and Buyer Profiles

Our new platform also supports sourcing and storing the complete set of IAP accounts for any B2B brand or advertiser. Marketers can additionally apply a set of filters for the Personas or Buying Groups (set of Personas) of interest to the brand, and thus source a complete set of relevant B2B buyer profiles at the IAP accounts. We then keep these account and buyer profiles “in-sync” with their associated first party cookies. 


Our B2B account profile database includes over 22MM profiles with Company domain, SIC code, Industry, Company Size, Revenues and more. Our B2B buyer profile database covers over 252MM profiles across 10s of B2B personas and 100s of titles.

Kwanzoo’s GTM platform plays a critical role across several of our demand and pipeline generation programs, as we look to grow significantly this year.

Kevin Cancilla
Head of Growth, Unravel Data

Benefits of First Party Audiences with Complete IAP Account and Buyer Profiles

Our First Party Audiences give B2B companies greater control of their own marketing and sales engagement data. It additionally allows companies to reach and engage prospects through programmatic display channels at significantly lower media costs (anywhere from 4X to 6X lower costs compared to LinkedIn advertising).


Our Open GTM platform additionally maintains and tracks all buyer engagement and buyer journeys tied back to individual buyer profiles - where each profile has full PII data (email address, phone number, LinkedIn URL). This significantly boosts SDR and BDR productivity in their outreach efforts. The end result? More opportunities and deals.

Unify Marketing, Sales, & Customer Success Data

B2B marketers now use, on average, 24 different advertising and marketing platforms to reach their customers. These sources generate so much data that many marketers struggle to make sense of it all. Almost half of the marketers spend a week or more every month preparing insights. But with a proper data integration strategy, marketers can turn all this information into a foundation to

drive decisions.

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B2B buyers today are demanding that brands deliver a buyer's journey and customer lifecycle that provides a seamless experience. Your revenue operations analytics should be just as seamless of an experience for your internal teams and stakeholders. See how you can overcome your challenges in providing analytics and insights - that are ever harder today given the explosion of tools, fragmented data, lack of standardization, and more.

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