The traditional enterprise go-to-market motion is undergoing a transformational shift. B2B buyers are more sophisticated than ever, and operational efficiency is a key focus for every organization. One key function possesses a unique opportunity to shape the future of revenue generation: enablement. On this podcast, we’re bringing you the secrets, strategies, and tactics that successful enablement leaders are using to drive meaningful impact. The Enablement Edge is the go-to resource for sal ...
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Ep. 457 | Cookieless Future, Part One: The Shift to Cohort-Based Advertising
Manage episode 405189104 series 2151033
Content provided by Demandbase. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Demandbase or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Episode Summary
This episode of Sunny Side Up discusses the impending deprecation of third-party cookies and its impact on digital advertising. Gareth Noonan of Demandbase explains how the industry is transitioning from individual-level targeting to cohort-based advertising using signals like topics of interest. He reassures listeners that partners like Demandbase are prepared to guide customers through the changes. Some key takeaways are the importance of building first-party data and understanding context to reach audiences in a cookieless world. The discussion provides useful insights for marketers to consider as they prepare their strategies for the future of digital marketing.
About the guest
Gareth Noonan is the GM of Advertising at Demandbase. He is a proven leader in managing cross-functional international teams and owning profitable P&Ls for business units generating $100M+ revenue. His areas of expertise include- Programmatic Strategy, Operations, Business Development & Product for mobile app and desktop video, OTT, native, and display across all screens.
Key takeaways
- Third-party cookies will be gradually phased out of Chrome starting in 2024
- Advertising will shift from individual targeting to cohort-based using topics of interest
- B2B advertising may be more resilient due to alternative signals like IP addresses
- Focus on building first-party data through consented lists and account-based strategies
-Understand the context of where your audiences consume information
- Partner with experts who are actively preparing for a cookieless future
Quotes
“We need to look at alternative identity identifiers and alternative identity providers. And so these can be thought of as companies that are bringing together signals and identifiers that don't depend on cookies."
Connect with Gareth Noonan | Follow us on LinkedIn | Website
492 episodes
Share
Manage episode 405189104 series 2151033
Content provided by Demandbase. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Demandbase or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Episode Summary
This episode of Sunny Side Up discusses the impending deprecation of third-party cookies and its impact on digital advertising. Gareth Noonan of Demandbase explains how the industry is transitioning from individual-level targeting to cohort-based advertising using signals like topics of interest. He reassures listeners that partners like Demandbase are prepared to guide customers through the changes. Some key takeaways are the importance of building first-party data and understanding context to reach audiences in a cookieless world. The discussion provides useful insights for marketers to consider as they prepare their strategies for the future of digital marketing.
About the guest
Gareth Noonan is the GM of Advertising at Demandbase. He is a proven leader in managing cross-functional international teams and owning profitable P&Ls for business units generating $100M+ revenue. His areas of expertise include- Programmatic Strategy, Operations, Business Development & Product for mobile app and desktop video, OTT, native, and display across all screens.
Key takeaways
- Third-party cookies will be gradually phased out of Chrome starting in 2024
- Advertising will shift from individual targeting to cohort-based using topics of interest
- B2B advertising may be more resilient due to alternative signals like IP addresses
- Focus on building first-party data through consented lists and account-based strategies
-Understand the context of where your audiences consume information
- Partner with experts who are actively preparing for a cookieless future
Quotes
“We need to look at alternative identity identifiers and alternative identity providers. And so these can be thought of as companies that are bringing together signals and identifiers that don't depend on cookies."
Connect with Gareth Noonan | Follow us on LinkedIn | Website
492 episodes
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Similar to OnBase: Smashing Sales and Marketing Misalignments
The traditional enterprise go-to-market motion is undergoing a transformational shift. B2B buyers are more sophisticated than ever, and operational efficiency is a key focus for every organization. One key function possesses a unique opportunity to shape the future of revenue generation: enablement. On this podcast, we’re bringing you the secrets, strategies, and tactics that successful enablement leaders are using to drive meaningful impact. The Enablement Edge is the go-to resource for sal ...
…
continue reading
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…
continue reading
Call them changemakers. Call them rule breakers. We call them Redefiners. And in this provocative podcast, we explore how daring leaders from across industries and around the globe are redefining their organizations—and themselves—to create extraordinary impact in today’s rapidly changing world. In each episode, Russell Reynolds Associates Leadership Advisor Hoda Tahoun and former CEO Clarke Murphy host engaging, purposeful conversations with leaders in and out of the business world who shar ...
…
continue reading
Alessandro Bogliari, CEO and Co-Founder of The Influencer Marketing Factory, a global influencer marketing agency, talks with great guests about influencer marketing, social media, the creator economy, social commerce and much more.
…
continue reading
How do I start an online business? How do I build a brand online? How do I get traffic and attention to my online business? The biggest question is, can I start a business online and replace my current JOB? Welcome to The Rock Your Brand podcast show where we answer ALL of these questions and a ton MORE! Scott Voelker, the host will share with you everything you need to know and help you to build a Future Proof Business that will allow you the ultimate Freedom. Scott shares tips and strategi ...
…
continue reading
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…
continue reading
1
The Brutal Truth about Sales and Selling - We interview the world's best B2B Enterprise salespeople.
Brian Burns
No BS Allowed - Are you sick of empty suits telling you to work harder? - Learn about The Maverick Selling Method, which models the world's best salespeople and what they do differently. If you are in sales and are passionate about selling, you will like this podcast. The focus is on b2b sales and selling. If you are selling or in sales, this podcast is for you. I cover cold calling, spin selling, challenger sale, solution selling, and advanced selling skills. Strategic selling, LinkedIn, sa ...
…
continue reading
Insightful interviews with authors, experts, entrepreneurs, and thought leaders who share valuable marketing tips, growth strategies, and resources. Hosted by John Jantsch, one of America's top small business marketing experts, this show is dedicated to helping you craft effective marketing strategies that will grow your business. Whether you're a small business owner, marketing professional, or marketing agency owner, you'll gain valuable insights and actionable advice on topics such as mar ...
…
continue reading
Custom Manufacturing Industry podcast is an entrepreneurship and motivational podcast on all platforms, hosted by Aaron Clippinger. Being CEO of multiple companies including the signage industry and the software industry, Aaron has over 20 years of consulting and business management. His software has grown internationally and with over a billion dollars annually going through the software. Using his Accounting degree, Aaron will be talking about his organizational ways to get things done. Hi ...
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continue reading
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