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Navigating the End of Third-Party Cookies

Google has been planning to phase out third-party cookies for many years, although this change has faced multiple delays due to technical challenges, industry feedback and regulatory scrutiny. Even with the depreciation in third-party cookies on the horizon, this does not mean that targeting will be lost! Google is testing solutions to replace third-party cookies with more privacy-safe data collection methods.

Beyond Google’s potential solutions, there are many ways to successfully reach difficult-to-target B2B audiences through programmatic media without cookies. Esrock has been at the forefront of testing data partnerships and diversifying tactics to reach the most relevant and qualified audiences for you. Here are some of our strategies. 

Contextual Targeting

Contextual targeting involves placing ads on web pages that are relevant to your ad content. Instead of relying on user data, your ads are matched to the content of the page, ensuring they reach users who are already interested in related topics. 

Page Context AI

Page Context AI leverages artificial intelligence to analyze the content of a web page in real-time. This technology helps determine the most relevant ads to display by understanding the nuances of the page’s content, such as the main themes, sentiments and specific topics discussed. This connects your ads to the most qualified audience. 

Keyword Targeting

Keyword targeting involves selecting specific words or phrases that are relevant to the products and brands you are advertising. Ads are then placed on pages that include these keywords, ensuring your ad is shown to users who are interested in the targeted terms.

First-Party Data Partnerships

First-party (1P) data partnerships involve collaborating with data partners that allow us to share and leverage their direct customer data. At Esrock, we have relationships with many partners that share data via private marketplace deals. 

Offline Data Partnerships

Offline data partnerships involve using validated data collected from offline sources, such as business registration data and SEC filings, to enhance your digital ad targeting. 

Account-Based Marketing 

Account-based marketing, or ABM, targets specific accounts, job titles and categories to reach your audience. This allows us to narrow in on niche markets that are otherwise difficult to reach and deploy targeted lower funnel campaigns that can create conversion for you. 

Geofencing & Event Retargeting

Geofencing uses global positioning system (GPS) or radio frequency identification (RFID) technology to create a virtual geographic fence. This enables us to target a mobile device that enters a particular area for an event or trade show. We pair this with event retargeting to capture event audiences in real time and retarget them to drive further engagement for you. 

Look-A-Like Modeling

Look-a-like models enable us to target customers who resemble your high-value clients, thereby expanding your pipeline and driving growth. Esrock is employing new look-a-like building techniques powered by first-party data, such as predictive modeling through custom AI technology.

URL Look-A-Like Retargeting

URL look-a-like retargeting is used to target users who have visited websites like those frequented by your existing customers. By identifying and targeting these similar audiences, we can reach new potential customers who share similar behaviors and interests.

Predictive Audiences

Predictive audiences are a cookie-free targeting capability that enables us to reach your audiences based on granular consumer behavior through privacy-friendly contextual signals. We can target the relevant audiences based on sites they have visited as well as audience traits such as decision makers, firmographics, employment, interest, etc.

Media Networks 

A retail media network (RMN) is a retailer-owned advertising network that allows advertisers to purchase placements across all digital assets. Although these are more often used to target active shoppers, they hold a plethora of first-party data that can be used to segment and reach your audiences. There are also many publisher networks that can be tapped into across the food industry that capture extensive data to be utilized though partnerships and deals.

CRM Lists

Customer relationship management (CRM) lists contain data about a company’s existing customers, such as email addresses, purchase history and engagement levels. Using CRM lists for ad targeting allows us to re-engage your existing customers with personalized offers and messages, enhancing customer retention and loyalty. 

Zero & First-Party Data

Zero-party data is information that customers intentionally share with you, such as preferences or feedback. First-party data is collected directly from your own source, like website interactions or purchase history. Both types of data are crucial for personalized and highly relevant targeting, as they are directly obtained from your audience. 


The Opportunity Ahead 

With a wide range of targeting strategies, we have discovered that moving beyond the use of third-party data is not a barrier but an excellent opportunity for you to reach audiences more effectively. These solutions have enabled us to reach more qualified audiences, resulting in increased engagement and higher conversion rates for your campaigns. 


About the author 
Alissa Knytych is an Associate Director of Digital Media at Esrock Partners, a food marketing agency located near Chicago, Illinois, that specializes in the food, beverage and foodservice industries and their current market trends. For a close-up of our capabilities, see our services

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Our Integrated Communications Team has extensive experience in foodservice marketing across both digital and traditional channels. To elevate your success, we craft strategic campaigns that engage and convert audiences.