This guide addresses frequently asked questions about potential impact on 6sense products and services due to changes in the privacy environment related to third-party cookies that could render third-party cookies obsolete. This is an evolving topic as industry players continue to develop their approaches and stated goals to support the needs of users, publishers, and advertisers.
FAQ
Q: Will the deprecation of third-party cookies impact 6sense’s ability to de-anonymize web traffic or to score accounts or contacts?
A: No. Deprecation of third-party cookies will not impact 6sense’s ability to de-anonymize traffic or associate intent data today, as 6sense primarily matches companies to IPs for these features. 6sense has been a pioneer in this technique. Through 6sense’s patented process, it has developed the leading database and technology to de-anonymize account-level data and provide account-level scoring. Contact-level scoring is also not impacted as it is based on first-party cookie data.
Q: How is 6sense positioned to address the deprecation of third-party cookies in connection with 6sense advertising features?
A: 6sense, a leader in innovative solutions, is both well positioned in general and better positioned than others to address the deprecation of third-party cookies in the advertising space. First, 6sense core advertising features are not based on third-party cookies, but instead on other identifiers (notably IP) for company identification. This means the core features relied upon by 6sense’s customers are not impacted. In addition, 6sense has already implemented and is continuing to develop best-in-class technological enhancements to its products that strengthen the depth and reach of 6sense’s services in advance of a cookieless world. Areas where loss of third-party cookies could have an impact for some companies might be in connection with persona-level targeting and retargeting, to the extent these features rely on third-party cookies. However, 6sense is already well along in product feature enhancements to seamlessly address each of these areas:
First-Party Ad Display Network: Walled Gardens and First-Party Publisher Data. Today 6sense integrate directly with LinkedIn and Facebook, two of the largest walled garden ad platforms for B2B, to make 6sense’s rich targeting data dynamically available through native integrations. This means clients can use 6sense data directly in these platforms without relying on third-party cookies. For example, 6sense’s integration with LinkedIn allows customers to use their 6sense-created segments within LinkedIn to expand their reach to LinkedIn EU accounts. 6sense continues to add walled-garden relationships to create one of the strongest first-party ad display data networks for its customers. (6sense hopes to add Google Ads features soon.)
In addition, while publisher first-party data generally has not been used for programmatic ad targeting, that practice is changing. Today 6sense works directly with large publishers to enable audience targeting through the 6sense DSP using the publisher’s own audience data. This approach provides 6sense’s customers access to quality publishers and the ability to reach their audiences without using third-party cookies.Contextual Targeting. To add to the 6sense arsenal of forward-thinking, privacy-first features that do not rely on third-party cookies, 6sense is launching contextual advertising. This type of advertising focuses on running advertising only on pages about specific topics. Contextual advertising helps 6sense’s customers reach the right audience when members of that audience are in the right frame of mind. This approach has consistently been shown to improve results.
Alternative Identifiers. Alternative Identifiers, such as RampID, Unified ID, and others, enable cookie-free audience targeting and reporting using identifiers that are both more robust and more privacy-conscious than traditional cookie-based identifiers. 6sense deploys alternative identifiers for a variety of use cases, including implementing granular B2B persona-based targeting and reporting on performance of each persona segment. This targeting does not use cookies and is already in place for targeting advertising to browsers that block third-party cookies today.
6sense’s forward-thinking approach to technology and targeting positions its customers well ahead of their competitors the world moves into a third-party cookieless framework. 6sense sees this as a natural evolution of its best-in-class privacy practices and best-in-class performance and results for its customers.