Observed Signal · Aug 8, 2022 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Bracing for a Cookieless Future and the Self-Service Buyer
Marketing columnist Vinay Bhagat, founder and CEO of TrustRadius, examines how marketers should prepare for the eventual deprecation of third-party cookies. Google first announced the phase-out in January 2020 and has repeatedly delayed the deadline, with 2024 cited as the next target. Bhagat argues that growing privacy awareness has made consumers wary of cross-web tracking and that the current consent pop-up environment is a temporary stopgap. He highlights TrustRadius's 2022 Buying Disconnect report, based on a survey of 2,185 respondents, which found that virtually 100% of B2B buyers want to self-serve all or part of their buying journey — up 13% year-over-year. Millennials and Gen Z now represent up to 65% of buyers. To adapt, brands are advised to combine first-, second-, and third-party intent data, implement voluntary visitor authentication, and maintain visibility where buyers conduct independent research.
Editorial analysis on the impact of third-party cookie deprecation and the rise of self-service B2B buying, citing TrustRadius's 2022 Buying Disconnect report. Provides strategic guidance for marketers and publishers but does not announce a major industry development.
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Key Takeaways & Evidence Grounding
- Google announced the deprecation of third-party cookies in January 2020; the deadline has been pushed back multiple times, with 2024 cited as the next target.
- TrustRadius's 2022 Buying Disconnect report surveyed 2,185 respondents about business technology buying and selling trends.
- Virtually 100% of buyers want to self-serve all or part of their buying journey, up 13% from the previous year.
- Up to 65% of buyers are Millennials and Gen Z.
- The article recommends combining first-, second-, and third-party intent data and using voluntary visitor authentication to replace cookie-based targeting.
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1 Entity mapped“When Google announced the depreciation of third-party cookies in January 2020, the world of marketing heaved a collective sigh and a whole s...”
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