A new cookie recipe in B2B marketing

The ANA article "B2B Marketers Need a New Cookie Recipe" by Anteriad’s Todd Love emphasizes the shift required in B2B marketing strategies due to the phasing out of third-party cookies. It highlights the necessity for marketers to adopt a more refined, data-driven approach to audience targeting, which includes a deep understanding of audience data and compliance with regulatory standards. This transition to post-cookie tactics demands a closer examination of data sources, methodologies, and the balance between reach and accuracy for sustained effectiveness in digital marketing.