Peter Dewey, David Ratajczak, Alex Barocas, Katie Kilborn and Abhishek Shrivastava
B2B Marketing in a World Without Cookies
Boston Consulting Group, 2022
Consumer privacy concerns are causing the marketing cookie to crumble, but what will replace it?
The ever-present cookie is officially going the way of the pop-up ad, and many are saying good riddance – but how should marketers proceed in a world without cookies when cookies were the cornerstone of their targeted marketing campaigns? The Boston Consulting Group surveyed and interviewed IT and marketing experts to explore a future where the ever-present cookie is no longer available for consumption. This report outlines their blueprint for post-cookie success. Spoiler alert: It involves putting together the right technology stack and hiring people with the skills to run it.
About the Authors
Peter Dewey, David Ratajczak, Alex Barocas, Katie Kilborn and Abhishek Shrivastava are professionals with the Boston Consulting Group.
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