The future of third-party cookies and data collection

The future of third-party cookies and data collection

Now more than ever before, businesses need a personal way to show their products and services to potential people. Businesses in B2B need to find high-value accounts and create meaningful engagement with them.

Strategic advertisers and marketers use third-party cookies to increase engagement and target the right buyers, but with the privacy drawbacks caused by third-party cookies, this is changing.

What are the benefits of 3rd party cookies in regards to lead generation?

Google announced last year they plan to eliminate third-party cookies within the next few years. This means that Google will still support advertising with privacy-preserving APIs, but companies will not be able to collect data in the same way as before.

With this new regulation, organizations that rely on data collection for customer personalization will need to find other avenues of information. There are a few potential consequences for these companies.

This includes the marketing and sales teams at firms that can no longer opt into any site-to-site visitor trends because of 3rd party cookies, which may take significant time and resources to contemplate.

The effects on specific personalized campaigns (i.e., Account-Based Marketing or "ABM") is also unknown as it pivots away from targeted demographic data with firmographics used as inputs.

Why eliminate cookies?

Lou Montulli invented cookies back in 1994. Cookies are small files that websites use to remember the computers of people who visit them. They can also remember what people did and when they visited a website. For instance, when someone comes back to a website, he will not have to log in again.

Cookies have been a subject of controversy in recent history after they were discovered to be used for the collection of sensitive user data. This spurred Firefox and Safari users to block cookies, while Google is late on this trend but provides increased security for their users.

Many are worried about what will happen when cookies no longer exist in the way they used to. This could affect advertising, marketing, and sales. It also might change how people try to think strategically when it comes to customers.

Data collection after the end of cookies

Even though 3rd party cookies are going away, companies still have the ability to collect data.

First-party data

For starters, it is predicted that first-party data will become more valuable. ABM and Sales Intel will rely on engaging call centers to solicit social media inquiries and interactions with sales representatives.

Additionally, data gained through surveys, lead magnets, and website analytics will continue to fuel meaningful interactions with potential buyers or accounts. People-based marketing will likely become more important in the future as well.

To use customer data effectively, businesses must eliminate silos and move beyond legacy systems to integrated data-driven software.

Email insights

While email may be an old form of digital marketing, the number of people opening and clicking on emails has reportedly increased during COVID-19.

From a strategy perspective, if you use ABM or advertising campaigns, it is important to look at what the people in your email list want. You can find out this information by looking at surveys or website analytics. When you know what they want, you can create an individualized campaign for each person that is on your email list.

In-house data

Companies can use data from current customers to find people who might refer them more or bring the best return on investment. They do this by making a list of people who are best fit for their business and uploading the information to advertising channels. But some of these cookie alternatives can be time-consuming and labor-intensive, which means they cannot be done at scale for fast-moving businesses.

What are your other options? IP-address data is an affordable, scalable and multifaceted substitute.

Data enrichment

Adtech and marketing teams use cookies to track users. They can find out what problems customers have, what people value, and their answers to questions about problems:

  1. What problems do customers face?
  2. What do most buyers want?
  3. What will solve their problems?

These are the exact questions that sales and marketing teams try to answer but companies can also find information about site visitors using IP addresses. For instance, they can learn about people who visit their website. They can know where the person is from, where they go on the internet, or what their interests are:

  • Geolocation: the country, city, state or region, zip code, and other pertinent location data.
  • Company: IP addresses tied to the same company or domain name.
  • Mobile: carrier, country code, and network codes that are more accurate than reading a browser’s user agent.
  • This is just a sampling of the data types you can get from an IP address. There are many ways to use this for marketing or advertising technology.


IP address data is good for both big and small companies. You don't need to rely on manual data entry or long hours of research. Marketing teams can gather valuable insights from IP address data companies that value accuracy, such as Ipregistry. For instance, Ipregistry provides users with lead generation data to pinpoint the right buyers. Plus, our integrations and partnerships allow companies to expand their insight into mining more information about people's browsing habits

Not browser specific

As the use of cookies dwindles, companies are turning to IP address data enrichment instead. No matter what changes Google Chrome or Safari makes in the future, IP addresses will still be able to fuel pinpointed marketing. That means that marketing teams can gather data about first-party intent by tracing the path of a website visitor. This allows them to distinguish high intent for each company from low intent visitors per company

Prioritizes privacy

The future of marketing and advertising efforts is a little unclear. Customers want both personalized content and increased privacy automatically a difficult combination to find. Luckily, identifying web traffic based on IP address data favors a more private environment while also providing valuable insights important for companies to move forward with their targeting. Companies that take this opportunity can pinpoint specific characteristics about potential clients they can help without even needing customers' 3rd party cookies in order to befriend them!

How IP address data can be used for lead generation?

This is a list of tips to use IP address data for better research or lead generation. They are practical and will be helpful.

Automated data mining

Data mining means collecting data. It can be hard work for a team of people to collect data from many sources but Ipregistry makes it easier. Marketing teams can then create content and not have to worry about collecting data anymore.

Personalized web experiences

Visitors to your website can have their experience customized based on the IP address they connect from. This means that you can design content for different geographical areas while ensuring that visitors' privacy remains protected.

Accurate firmographics

IP address data, especially Ipregistry's company data gives information about the company, domain, and company type. Using this information, marketing teams can develop an Ideal Customer Profile (ICP). And while firmographics may not reveal buyer intent or needs, they are often the starting point for pinpointing qualified leads.

What this means is that cookies will no longer exist, but data collection is still used. Data mining can be automated to help with marketing research.

Testing IP address data is not hard. You can start today by signing up with Ipregistry or connecting with one of our experts to answer your questions.

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