Identity Solutions & B2B DSPs: Navigating the post-cookie digital advertising landscape

The digital advertising landscape is rapidly evolving, with cookie-less identity solutions and DSPs playing crucial roles in this transformation. As the industry prepares for the deprecation of third-party cookies, B2B advertisers need new ways to effectively target and measure their campaigns.
 

The rise of B2B DSPs

As traditional cookie audiences crumble, B2B DSPs have emerged as specialised tools for advertisers targeting business audiences.

Unlike traditional DSPs that focus on consumer behaviour and characteristics, B2B DSPs allow advertisers to laser-target their campaigns to reach specific companies and decision-makers within. These platforms achieve that by leveraging B2B-level identity resolution to target high-value prospects with pinpoint accuracy.
 

Key features of B2B DSPs:

1. Account-based targeting: Focuses on specific companies and key decision-makers within those organisations
2. Firmographic targeting: Uses data on company size, industry, and other firmographic attributes to refine targeting. This data from the offline world can enrich the optimisation possibilities
3. Campaign optimisation: Fine-tunes campaigns based on industry trends and audience behaviour
4. Advanced reporting: Provides detailed insights into campaign performance at the company level
    

Evolving identity solutions

As the industry moves away from third-party cookies, alternative identity and targeting solutions are gaining traction. These solutions aim to balance the need for effective targeting and measurement with growing privacy concerns. Some key approaches include:

1. First-party data strategies: Leveraging owned customer data to create targetable audiences. Whereas retargeting at the cookie level will soon be a thing of the past, in a B2B context it is now possible to retarget the company visiting your digital properties
2. Contextual targeting: Focusing on the content and context of web pages rather than user-specific data
3. Universal B2B IDs: Creating industry-wide B2B Identity graphs that can be used across multiple platforms and identify the right company signal in the bidstream

The synergy between B2B DSPs & identity solutions

For B2B advertisers, the combination of specialised DSPs and evolving identity solutions offers new opportunities for precise targeting and measurement. By leveraging account-based targeting and firmographic data, B2B marketers can reach decision-makers at specific companies, even as traditional cookie-based targeting becomes less viable. As the industry adapts to these changes, having a rich identity graph able to connect B2B signals in the bidstream with the corresponding company is a fundamental starting point.

Conclusion

The future of digital advertising, particularly in the B2B space, lies in the intelligent use of contextual signals, and specialised targeting capabilities offered by B2B DSPs. As the industry continues to evolve, advertisers must become aware of new identity solutions and adapt their strategies accordingly to ensure effective campaigns.