CUSTOMER INSIGHT: New uses and legislation for cookies in B2B

Cookies have been with us since 1998 and yet not really progressed much before now. But new uses and impending legislation mean everyone is suddenly talking about them. Alex Blyth investigates

B2B marketers are fast discovering some exciting new uses for cookies. In addition, consumer concerns around privacy and impending legislation are posing significant challenges to the future use of cookies. Needless to say cookies are fast becoming a topic that no B2B marketer can afford to ignore.

So what exactly are cookies? “Cookies are the mechanism by which publishers, advertisers, ad networks, ad exchanges, demand side platforms and data exchanges store and track information on a visitor’s computer,” explains Cameron Hulett, SVP of publisher solutions at digital consultants Acceleration.