{"id":6655,"date":"2021-06-14T15:52:38","date_gmt":"2021-06-14T15:52:38","guid":{"rendered":"https:\/\/zenmedia.com\/?p=6655"},"modified":"2024-02-27T20:18:28","modified_gmt":"2024-02-27T20:18:28","slug":"what-death-of-third-party-cookies-means-for-b2b","status":"publish","type":"post","link":"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/","title":{"rendered":"The Death of Third-Party Cookies: What It Means for B2B Brands, And What to Do About It"},"content":{"rendered":"\n<p>Perhaps the biggest news to hit the digital marketing world in the past few years is that Google is phasing out third-party cookies.&nbsp;<\/p>\n\n\n\n<p>What does this mean? Marketers and advertisers will no longer have the individualized data that they\u2019ve long relied upon to create ads, <a href=\"https:\/\/zenmedia.com\/blog\/21-proven-ways-to-retarget-your-ideal-customers\/\">retarget customers<\/a>, and serve clients highly personalized emails, offers, and more.&nbsp;<\/p>\n\n\n\n<p><strong>Related post: <a href=\"https:\/\/zenmedia.com\/blog\/21-proven-ways-to-retarget-your-ideal-customers\/\">21 Proven Ways to Retarget Your Ideal Customers<\/a><\/strong><\/p>\n\n\n\n<p>Instead, they\u2019ll have access to what Google is calling FLoC, or Federated Learning of Cohorts. These are cohorts of users that will be grouped together according to specific interests or similarities but <em>without <\/em>each user\u2019s individual identifying information.&nbsp;<\/p>\n\n\n\n<p>Considering how critical individual user data has become for digital advertising and marketing, it\u2019s easy to see why some brands are feeling panicked at the thought of the change.&nbsp;<\/p>\n\n\n\n<p>After all, not only do brands rely on the data to sell and market their products effectively, but customers also <em>demand <\/em>a highly personalized experience. And while those customers are also beginning to value online privacy more than ever before, they still don\u2019t want to see messaging that\u2019s not relevant to them and their interests. It\u2019s hard enough to keep their attention with messaging that is targeted and relevant.&nbsp;<\/p>\n\n\n\n<p>But is the panic justified? And regardless, what are <a href=\"https:\/\/zenmedia.com\/blog\/how-b2b-pr-can-help-you-reach-potential-clients\/\">B2B brands<\/a> and marketers supposed to do in the post-third-party cookie era? Here\u2019s a rundown.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"890\" height=\"593\" src=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/06\/shutterstock_1049240429.jpg\" alt=\"Six steps of chocolate chip cookie with pecan nuts being devoured. Sequence isolated on white background.\" class=\"wp-image-6657\" srcset=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/06\/shutterstock_1049240429.jpg 890w, https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/06\/shutterstock_1049240429-300x200.jpg 300w, https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/06\/shutterstock_1049240429-768x512.jpg 768w, https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/06\/shutterstock_1049240429-778x519.jpg 778w\" sizes=\"(max-width: 890px) 100vw, 890px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">What\u2019s a third-party cookie anyway?&nbsp;<\/h2>\n\n\n\n<p>Third-party cookies are small text files that are dropped into browsers by domains other than the one users are visiting directly.&nbsp;<\/p>\n\n\n\n<p>Their purpose is to store anonymized information about the user\u2019s browsing behavior. This information is then sent to the domain\u2019s server (run by an adtech company\u2014the third party), and brands, advertisers, marketers, and other agencies can rent or purchase this information in order to better target their messaging.&nbsp;<\/p>\n\n\n\n<p>These cookies are used to build a unique behavior profile for each user, which allows brands to target them with ads or other messaging based on their online activity.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How are third-party cookies different from first-party cookies?&nbsp;<\/h2>\n\n\n\n<p>First-party cookies are also bits of code stored on websites, but they\u2019re owned and run by the websites themselves.&nbsp;<\/p>\n\n\n\n<p>These cookies are used to do things like:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Store your password so you don\u2019t have to log in every time you visit the site<\/li><li>Save your shopping cart<\/li><li>Improve your product recommendations<\/li><li>Save your history on the site&nbsp;<\/li><\/ul>\n\n\n\n<p>This saved information is only accessible to the owner of the site\u2014unlike third-party cookies, where data is available for purchase or rent. First-party cookies won\u2019t be affected by Google\u2019s phasing out of third-party cookies.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How will the phasing out of third-party cookies affect B2B brands?&nbsp;<\/h2>\n\n\n\n<p>The biggest concern that B2B brands and marketers have with the switch from cookies to FLoCs is that the user profiles that are created after third-party cookies go away will be less accurate\u2014and therefore, user personalization and targeting will be less accurate, potentially affecting sales, user base growth, etc.<\/p>\n\n\n\n<p>The kind of granular, highly detailed view of a user\u2019s overall browsing behavior across the internet\u2014that\u2019s what marketers will lose access to. We won\u2019t be able to tell that users who visit our site also visited X other competitors\u2019 sites, or searched for a specific product after leaving our site.&nbsp;<\/p>\n\n\n\n<p>This will necessitate innovation in terms of how B2B brands still maintain the level of personalization users want, while working with less-accurate data. There are solutions for this\u2014zero-party data being one of them\u2014that we\u2019ll cover further on.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"890\" height=\"631\" src=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/06\/shutterstock_752463637.jpg\" alt=\"Surveys are one way to get zero-party data.\" class=\"wp-image-6658\" srcset=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/06\/shutterstock_752463637.jpg 890w, https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/06\/shutterstock_752463637-300x213.jpg 300w, https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/06\/shutterstock_752463637-768x545.jpg 768w\" sizes=\"(max-width: 890px) 100vw, 890px\" \/><\/figure>\n\n\n\n<p>However, despite the solutions and even, potentially, improvements that are available to brands post-third-party-cookie, B2B companies will nonetheless have to prepare for a shift in some of the ways they do business, as well as examine how they\u2019re viewing and treating their customers.&nbsp;<\/p>\n\n\n\n<p>Are we interacting with them online as data points? Or are we actually working to develop a personal, human-to-human relationship with them?&nbsp;<\/p>\n\n\n\n<p><strong><strong>Related post<\/strong>: <\/strong><a href=\"https:\/\/zenmedia.com\/blog\/top-ways-b2b-pr-supports-branding\/\"><strong>The Best Ways to Use B2B PR to Support Your Branding<\/strong><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What should B2B brands do to optimize their marketing after third-party cookies are gone?&nbsp;<\/h2>\n\n\n\n<p>There are a few other types of user behavior data that B2B brands can use to make up for the loss of online user data they\u2019ll experience.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">First-party data<\/h3>\n\n\n\n<p>First-party data is data that you, the brand, collect on your users when they visit your website or interact with your brand.&nbsp;<\/p>\n\n\n\n<p>This includes:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Data collected from first-party cookies that you place on your site\u2014this would include products users view, shopping cart information, time spent on site, hovering, clicks, etc.<\/li><li>Data on customers or prospects you have in your CRM&nbsp;<\/li><li>Subscription data<\/li><li>Transactional data like purchases or downloads<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Second-party data<\/h3>\n\n\n\n<p>Second-party data is essentially someone else\u2019s first-party data.&nbsp;<\/p>\n\n\n\n<p>If you have a relationship with another organization (a relationship that must be disclosed on your site if you\u2019re sharing customers\u2019 data with them), that organization may share or sell its own first-party customer data to you, giving you additional information about their users.&nbsp;<\/p>\n\n\n\n<p>Second-party data can be extremely valuable if you can find the right dataset, along with a site that\u2019s willing to share it with you. This part may take some legwork, but it could be worth it once the third-party data becomes less accurate.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Zero-party data<\/h3>\n\n\n\n<p>As we move into a cookie-less future, zero-party data is going to be where most brands need to&nbsp; dramatically increase their focus.&nbsp;<\/p>\n\n\n\n<p>Zero-party data is similar to first-party data, in that it\u2019s collected, controlled, and owned by your brand. However, zero-party is even more valuable and accurate than first-party data because it is data that the <strong>customer intentionally, proactively shares with your brand<\/strong>.&nbsp;<\/p>\n\n\n\n<p>If a customer fills out a demo request form with their name, email, job title, and company, that\u2019s zero-party data.&nbsp;<\/p>\n\n\n\n<p>If they respond to a survey, those answers are zero-party data.&nbsp;<\/p>\n\n\n\n<p>If they fill out a lead gen form on LinkedIn or Facebook, that\u2019s zero-party data.<\/p>\n\n\n\n<p>Leaders in the data and <a href=\"https:\/\/www.cheetahdigital.com\/blog\/zero-party-data-explainer\">customer engagement industry like Cheetah Digital <\/a>and Salesforce are calling this kind of data the gold standard, as it\u2019s the most accurate and informative information you can get: after all, it\u2019s coming directly from the source.&nbsp;<\/p>\n\n\n\n<p>You should already be collecting zero-party data, but if you aren\u2019t, that needs to be one of your first priorities.&nbsp;<\/p>\n\n\n\n<p>Ways to collect zero-party data include:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Gated content that requires a name, email address, and\/or additional personal information to access<\/li><li>Lead gen forms on social sites like LinkedIn and Facebook, as well as your own website<\/li><li>Adding custom questions to forms for users to answer<\/li><li>Branded mobile apps that request user information&nbsp;<\/li><li>Microexperiences, or small, mobile-friendly digital experiences that are available on your website and request three to four pieces of information from the consumer<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Advantages of zero-party data<\/h3>\n\n\n\n<p>The biggest obvious advantage of zero-party data is that it comes directly from your prospect or customer. This is the <em>only <\/em>way you can gather certain information, like purchase intent, desires, and <em>why<\/em> they behave the way they do.&nbsp;<\/p>\n\n\n\n<p>However, another major advantage is that the very act of collecting this kind of data is a customer relationship-building tool.&nbsp;<\/p>\n\n\n\n<p>Asking your customers questions, and then\u2014critically\u2014responding to their answers, whether that\u2019s by tailoring their site experience to their preferences, or actively having a conversation with them, is how you build trust.&nbsp;<\/p>\n\n\n\n<p>And brand trust is the most valuable currency out there. That\u2019s one thing that third-party cookies, for all their data-gathering and usefulness, have demonstrably damaged. When customers feel that their data is not being protected, or that they\u2019re being exploited in order to get that data, that trust goes way, way down. What\u2019s more, it\u2019s very difficult to build it back up again.&nbsp;<\/p>\n\n\n\n<p>Adapting to the loss of third-party cookies will take some time and innovation, but at Zen, we\u2019re of the mind that the outcome will be a positive one\u2014at least for the B2B brands that focus in on trust, and embrace adaptation. If you need help adapting to this new marketing landscape, <a href=\"https:\/\/zenmedia.com\/contact-us\/\">give us a call!<\/a>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Perhaps the biggest news to hit the digital marketing world in the past few years is that Google is phasing out third-party cookies.&nbsp; What does this mean? Marketers and advertisers will no longer have the individualized data that they\u2019ve long relied upon to create ads, retarget customers, and serve clients highly personalized emails, offers, and [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":6656,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_eb_attr":"","content-type":"","footnotes":""},"categories":[696],"tags":[],"class_list":["post-6655","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Death of Third-Party Cookies: What It Means for B2B Brands<\/title>\n<meta name=\"description\" content=\"What are B2B brands and marketers supposed to do with the death of third-party cookies? Here\u2019s a complete rundown for your B2B brand.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shama Hyder\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":[\"Article\",\"BlogPosting\"],\"@id\":\"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/\"},\"author\":{\"name\":\"Shama Hyder\",\"@id\":\"https:\/\/zenmedia.com\/#\/schema\/person\/f3c4cb9f45cb3c8c9501e6f51d9b3a2b\"},\"headline\":\"The Death of Third-Party Cookies: What It Means for B2B Brands, And What to Do About It\",\"datePublished\":\"2021-06-14T15:52:38+00:00\",\"dateModified\":\"2024-02-27T20:18:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/\"},\"wordCount\":1433,\"publisher\":{\"@id\":\"https:\/\/zenmedia.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/06\/b2b-vector.jpg\",\"articleSection\":[\"Digital Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/\",\"url\":\"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/\",\"name\":\"The Death of Third-Party Cookies: What It Means for B2B Brands\",\"isPartOf\":{\"@id\":\"https:\/\/zenmedia.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/06\/b2b-vector.jpg\",\"datePublished\":\"2021-06-14T15:52:38+00:00\",\"dateModified\":\"2024-02-27T20:18:28+00:00\",\"description\":\"What are B2B brands and marketers supposed to do with the death of third-party cookies? Here\u2019s a complete rundown for your B2B brand.\",\"breadcrumb\":{\"@id\":\"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/#primaryimage\",\"url\":\"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/06\/b2b-vector.jpg\",\"contentUrl\":\"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/06\/b2b-vector.jpg\",\"width\":890,\"height\":629,\"caption\":\"b2b sale concept illustration\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Digital Marketing\",\"item\":\"https:\/\/zenmedia.com\/blog\/category\/digital-marketing\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Death of Third-Party Cookies: What It Means for B2B Brands, And What to Do About It\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/zenmedia.com\/#website\",\"url\":\"https:\/\/zenmedia.com\/\",\"name\":\"Zen Media\",\"description\":\"B2B Marketing and PR Agency for B2B Brands\",\"publisher\":{\"@id\":\"https:\/\/zenmedia.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/zenmedia.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/zenmedia.com\/#organization\",\"name\":\"Zen Media\",\"url\":\"https:\/\/zenmedia.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/zenmedia.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/08\/ZenMedia_logo-01.svg\",\"contentUrl\":\"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/08\/ZenMedia_logo-01.svg\",\"width\":\"1024\",\"height\":\"1024\",\"caption\":\"Zen Media\"},\"image\":{\"@id\":\"https:\/\/zenmedia.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/ZenMediaGroup\/\",\"https:\/\/x.com\/WeAreZenMedia\",\"https:\/\/www.linkedin.com\/company\/wearezenmedia\/\",\"https:\/\/www.instagram.com\/zenmediagroup\/\",\"https:\/\/www.youtube.com\/@zenmediaofficial\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/zenmedia.com\/#\/schema\/person\/f3c4cb9f45cb3c8c9501e6f51d9b3a2b\",\"name\":\"Shama Hyder\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/zenmedia.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/c4de87c31b8be1b8b4d7225184fd388577cc678f5808ed81cb48b7c80c406447?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/c4de87c31b8be1b8b4d7225184fd388577cc678f5808ed81cb48b7c80c406447?s=96&d=mm&r=g\",\"caption\":\"Shama Hyder\"},\"description\":\"Shama Hyder is the Founder &amp; CEO of Zen Media, an international keynote speaker, and a bestselling author. Fast Company calls her a \\\"millennial master of the universe\\\" and a \\\"zen master of marketing.\\\" She's a Forbes and Inc. 30 under 30 alum, and LinkedIn has called her a Top Voice in Marketing four years in a row. Shama was recognized as a top 100 entrepreneur under the age of 30 by The White House and a top 100 entrepreneur under the age of 35 by the United Nations. About 30% of businesses in the U.S. are owned by women\u2014only 2% break $1 million in revenue. When you look at women of color, this number drops even more dramatically. Shama is no stranger to navigating uncharted territory. Zen Media is a PR and marketing agency serving tech-driven B2B companies around the globe, including brands like Chase Business, Dwolla, ATB Ventures, Cox Communications, and more. Shama has been a media correspondent for Fox Business, MSNBC, Bloomberg, and CNBC, and she's one of the world\u2019s leading experts on marketing and PR in the digital age.\",\"sameAs\":[\"https:\/\/shamahyder.com\/\",\"https:\/\/www.instagram.com\/shamahyder\/\",\"https:\/\/www.linkedin.com\/in\/ShamaHyder\/\",\"https:\/\/x.com\/https:\/\/twitter.com\/Shama\",\"https:\/\/www.youtube.com\/@ShamaTV\"],\"url\":\"https:\/\/zenmedia.com\/blog\/author\/shamahyder\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Death of Third-Party Cookies: What It Means for B2B Brands","description":"What are B2B brands and marketers supposed to do with the death of third-party cookies? Here\u2019s a complete rundown for your B2B brand.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/","twitter_misc":{"Written by":"Shama Hyder","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":["Article","BlogPosting"],"@id":"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/#article","isPartOf":{"@id":"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/"},"author":{"name":"Shama Hyder","@id":"https:\/\/zenmedia.com\/#\/schema\/person\/f3c4cb9f45cb3c8c9501e6f51d9b3a2b"},"headline":"The Death of Third-Party Cookies: What It Means for B2B Brands, And What to Do About It","datePublished":"2021-06-14T15:52:38+00:00","dateModified":"2024-02-27T20:18:28+00:00","mainEntityOfPage":{"@id":"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/"},"wordCount":1433,"publisher":{"@id":"https:\/\/zenmedia.com\/#organization"},"image":{"@id":"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/#primaryimage"},"thumbnailUrl":"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/06\/b2b-vector.jpg","articleSection":["Digital Marketing"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/","url":"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/","name":"The Death of Third-Party Cookies: What It Means for B2B Brands","isPartOf":{"@id":"https:\/\/zenmedia.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/#primaryimage"},"image":{"@id":"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/#primaryimage"},"thumbnailUrl":"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/06\/b2b-vector.jpg","datePublished":"2021-06-14T15:52:38+00:00","dateModified":"2024-02-27T20:18:28+00:00","description":"What are B2B brands and marketers supposed to do with the death of third-party cookies? Here\u2019s a complete rundown for your B2B brand.","breadcrumb":{"@id":"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/#primaryimage","url":"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/06\/b2b-vector.jpg","contentUrl":"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/06\/b2b-vector.jpg","width":890,"height":629,"caption":"b2b sale concept illustration"},{"@type":"BreadcrumbList","@id":"https:\/\/zenmedia.com\/blog\/what-death-of-third-party-cookies-means-for-b2b\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Digital Marketing","item":"https:\/\/zenmedia.com\/blog\/category\/digital-marketing\/"},{"@type":"ListItem","position":2,"name":"The Death of Third-Party Cookies: What It Means for B2B Brands, And What to Do About It"}]},{"@type":"WebSite","@id":"https:\/\/zenmedia.com\/#website","url":"https:\/\/zenmedia.com\/","name":"Zen Media","description":"B2B Marketing and PR Agency for B2B Brands","publisher":{"@id":"https:\/\/zenmedia.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/zenmedia.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/zenmedia.com\/#organization","name":"Zen Media","url":"https:\/\/zenmedia.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/zenmedia.com\/#\/schema\/logo\/image\/","url":"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/08\/ZenMedia_logo-01.svg","contentUrl":"https:\/\/zenmedia.com\/wp-content\/uploads\/2021\/08\/ZenMedia_logo-01.svg","width":"1024","height":"1024","caption":"Zen Media"},"image":{"@id":"https:\/\/zenmedia.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/ZenMediaGroup\/","https:\/\/x.com\/WeAreZenMedia","https:\/\/www.linkedin.com\/company\/wearezenmedia\/","https:\/\/www.instagram.com\/zenmediagroup\/","https:\/\/www.youtube.com\/@zenmediaofficial"]},{"@type":"Person","@id":"https:\/\/zenmedia.com\/#\/schema\/person\/f3c4cb9f45cb3c8c9501e6f51d9b3a2b","name":"Shama Hyder","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/zenmedia.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/c4de87c31b8be1b8b4d7225184fd388577cc678f5808ed81cb48b7c80c406447?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c4de87c31b8be1b8b4d7225184fd388577cc678f5808ed81cb48b7c80c406447?s=96&d=mm&r=g","caption":"Shama Hyder"},"description":"Shama Hyder is the Founder &amp; CEO of Zen Media, an international keynote speaker, and a bestselling author. Fast Company calls her a \"millennial master of the universe\" and a \"zen master of marketing.\" She's a Forbes and Inc. 30 under 30 alum, and LinkedIn has called her a Top Voice in Marketing four years in a row. Shama was recognized as a top 100 entrepreneur under the age of 30 by The White House and a top 100 entrepreneur under the age of 35 by the United Nations. About 30% of businesses in the U.S. are owned by women\u2014only 2% break $1 million in revenue. When you look at women of color, this number drops even more dramatically. Shama is no stranger to navigating uncharted territory. Zen Media is a PR and marketing agency serving tech-driven B2B companies around the globe, including brands like Chase Business, Dwolla, ATB Ventures, Cox Communications, and more. Shama has been a media correspondent for Fox Business, MSNBC, Bloomberg, and CNBC, and she's one of the world\u2019s leading experts on marketing and PR in the digital age.","sameAs":["https:\/\/shamahyder.com\/","https:\/\/www.instagram.com\/shamahyder\/","https:\/\/www.linkedin.com\/in\/ShamaHyder\/","https:\/\/x.com\/https:\/\/twitter.com\/Shama","https:\/\/www.youtube.com\/@ShamaTV"],"url":"https:\/\/zenmedia.com\/blog\/author\/shamahyder\/"}]}},"_links":{"self":[{"href":"https:\/\/zenmedia.com\/wp-json\/wp\/v2\/posts\/6655","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/zenmedia.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/zenmedia.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/zenmedia.com\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/zenmedia.com\/wp-json\/wp\/v2\/comments?post=6655"}],"version-history":[{"count":0,"href":"https:\/\/zenmedia.com\/wp-json\/wp\/v2\/posts\/6655\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/zenmedia.com\/wp-json\/wp\/v2\/media\/6656"}],"wp:attachment":[{"href":"https:\/\/zenmedia.com\/wp-json\/wp\/v2\/media?parent=6655"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/zenmedia.com\/wp-json\/wp\/v2\/categories?post=6655"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/zenmedia.com\/wp-json\/wp\/v2\/tags?post=6655"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}