As third-party cookies decline, relying solely on platform-native tools for B2B PPC leaves advertisers vulnerable to missed optimization opportunities. The article recommends integrating essential third-party tools immediately to adapt your PPC strategy effectively. It highlights Segment, a leading CDP, for centralizing data and improving analytics control. Segment's extensive integrations and ease of use make it a preferred choice, although it requires significant investment and a solid data infrastructure for maximum benefit. The need for well-informed tool selection is emphasized in navigating the evolving marketing landscape.
Segment is a leading customer data platform (CDP) that helps marketers consolidate data sources and break down silos - an ability that's more critical than ever in today's evolving measurement landscape.
Segment centralizes data within servers, giving you greater control and ownership of your analytics.
We've also found that it's relatively easy for technical teams to implement, scales well, and has handy features that help validate data.
Keep in mind, though, that Segment is a significant investment. CDPs, in general, are not cheap.
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