Good news, the cookie-free future for advertising is already here

Over the past few weeks, my news and social feeds have been filled with speculations and various POVs about Google finally taking steps to phase out third-party cookies in Chrome, initially set to impact 1% of its browser's users with a full phaseout planned for the second half of 2024.

Whether or not you believe Google will phase out third-party cookies entirely by the end of 2024 (by the way, Apple (Safari) and Mozilla (Firefox) have already deprecated all third-party cookies in their respective browsers), you don't need to wait for the Chrome deadline. There are a lot of solutions that already exist today, and now is the time to start testing different approaches.

At 6sense we've spent the last 3+ years preparing for a cookie-free future, and we are proud that our product is ready. We believe in a multi-channel approach to advertising that allows our customers to use our best-in-class data to reach their desired audience as efficiently and effectively as possible. Here's what we've been doing to proactively position our customers for this transition:

1. Account-Based Advertising: With account-based advertising, which uses IP addresses and other non-cookie identifiers to target people at companies, our customers can more effectively reach their target audience without relying on third-party cookies.
2. Omnichannel Targeting: In addition to using 6sense's B2B intelligence to target the right audience through display advertising, our customers can seamlessly sync the same data to reach their audiences on other media platforms, such as Google, LinkedIn, and Meta. Because these platforms primarily use first-party data from logged in users, they won't be materially impacted by the loss of third-party cookies.
3. Email-Based Identifiers: We utilize email-based identifiers provided by industry-recognized identity solutions to enhance targeting capabilities and ensure effective engagement.
4. Contextual Advertising: Knowing that people who are interested in specific topics tend to consume related content, we leverage contextual targeting to deliver tailored advertisements when people are on pages relevant to their interests, ensuring meaningful engagement.

Let us know what other strategies you're thinking about and stay tuned as we share more!