Cookiepocalypse, 3rd Party Cookies Going Away -- Impacts to Contacts

Jarrod Cohen

Our sales team is starting to get nervous around what the changes might look like, come July with the depreciation of third party cookies, for the quality and quantity of contacts we purchase from 6sense for outbounding within their 6QAs. And I find myself having long, sort of convoluted answers for the team, but I'd rather get more right to the point

— We realize everyone will be impacted, but we’re trying to figure out to what extent?

— We know IPv6 matching exists, and 6sense is well suited for that, but despite that, what will be the expected reduction in the number of contacts, or the quality there of, from contacts purchased via 6sense? How does the third party network of contacts sourced from 6sense partners get affected?

What is your organization doing to help ensure continuity when 3rd party cookies go away? Any thoughts or ideas would be helpful. Thank you!

Kimberly Conklin

@Jarrod Cohen Hi Jarrod! This is the response I received from @Deepakanchala, 6sense's VP Product.

Third party cookies going away does not really affect our contact graph. We source contacts in a variety of ways from our own algorithms, vendor data, data partnerships and then match these to our account graph. They is no reliance on cookies here. We also match contacts to our activity graph for known contacts - eg if contacts filled out a web form or signed up for an event or responded to a marketing mail. These are also not dependent on third party cookies. Where we are not able to match contacts to activities, we show the location where this activity occurred and reps can use this to find people in the buying committee in that location. This is exactly how the product works today, so there should be no change when 3rd party cookies go away.

We also have a number of contacts in our database (425m profiles tracked and over 150m+ have emails/ dials) that may not be tied to any activity. These also are not affected by 3rd party cookies and reps should continue to be able to reach out to these contacts.

Here are some resources to share with your sales team:

• 6sense CTO speaks to a cookieless world
• 6sense blog on how 6sense is addressing cookie deprecation
• 6sense blog / product update on leveraging IPv6 for Account Matching
• RevCity Knowledge Base FAQ on 3rd Party Cookie Deprecation: 
• RevCity Knowledge Base Q&A on Google’s 3rd Party Policy Announcement