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B2B Advertising as a Metaphor for the Cookieless Future

July 30, 2021


The next generation of B2B Advertising may prove to be a useful metaphor for our cookieless ad tech future. In the coming months, the removal of the Apple Device ID will have worked its way through the programmatic ecosystem. Then, apparently by 2023, the inevitable deprecation of Google cookies will be a reality. As the industry continues searching for a replacement for third-party cookies, there may be an obvious option hiding in plain sight.

B2B programmatic marketing has been in a curious limbo in the programmatic media buying space for some time now. One thing is consistent; B2B advertisers always make the same request: “I want qualified decision-makers.”

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