Third-party cookies are going extinct. Learn how B2B marketers can adapt using first-party data and IP address intelligence to stay ahead.
The Demise of Third-Party Cookies
Third party cookies are on their way out and the change is happening faster than you might think. Major browsers have already taken action, and with over half of global internet users browsing via Chrome, this shift spells major disruption for digital marketers who rely on cookies for tracking and targeting.
While Safari and Firefox have been blocking third-party cookies by default for years, the move by Chrome marks a final turning point. As cookie tracking becomes virtually obsolete, marketers face a pressing question: how will we continue to measure and influence buyer behavior online?
The B2B Silver Lining: First-Party Data
If you’re a B2B marketer, there’s good news, you have another path forward. First-party intent data offers a robust, privacy-compliant alternative to third-party cookies. Unlike third-party data, which comes from external platforms, first-party intent data is collected directly from your own website based on the actions visitors take.
These actions include page views, form fills, downloads, and more. Together, they reveal insights into what your visitors are interested in and how close they might be to buying.
Turning First-Party Data into Insight with IP Intelligence
To unlock the full value of your website data, you need more than just traffic metrics—you need context. That’s where IP address intelligence comes in.
IP address intelligence translates anonymous IPs into firmographic data like:
- Company name
- Industry
- Employee count
- Revenue range
- Location
By identifying the company behind the visit, you can evaluate fit, gauge interest level, and tailor messaging accordingly all without relying on cookies.
Why IP Based Targeting Isn’t Going Anywhere
Unlike cookies, which depend on browser behavior and permissions, IP data is browser independent. It’s tied to the network itself rather than to the user’s individual browser settings. That makes it more resilient to changes in browser privacy policies and a powerful tool for marketers adapting to the new landscape.
This makes IP intelligence an ideal tool for account-based marketing (ABM), allowing teams to:
- Discover anonymous high-value visitors
- Track engagement over time
- Build audience segments based on firmographic data
- Trigger targeted nurture campaigns when interest peaks
Action Steps for Marketers
To prepare for a cookie-free future, here’s what B2B marketers should focus on:
- Audit your current analytics and ad stack – Identify where you’re still dependent on third party data.
- Implement a first-party data strategy – Track intent signals across your own site.
- Leverage IP intelligence – Use firmographic data to power ABM and personalize experiences.
- Segment based on behavior + fit – Score accounts using both firmographic and engagement data.
- Focus on value-driven content – Deliver information tailored to the real-time needs of target accounts.
Final Thoughts
Third-party cookies might be vanishing, but that doesn’t mean marketers are out of options. In fact, this shift presents an opportunity to build smarter, more respectful, and more accurate strategies based on data you already own.
With the right mix of first-party intent tracking and IP address intelligence, your marketing can be even more effective than before cookie or no cookie.
