B2B Marketers Need a New Cookie Recipe
In the third-party cookie heyday, it was easy and profitable for B2B marketers to take the easy road. They could broadly define the necessary audience segments they wanted, similar to how one might sift through a bag of "M&M's. Once a B2B marketer settled on what they wanted, they assumed that they could just buy green or red M&Ms from any partner and they’d all be the same.
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