ABM platform Terminus introduced a data set that combines Terminus Chat Experiences with Terminus Email Experience tracking to help go-to-market teams target prospects without third-party cookies. The release follows Google’s pledge to phase out support of third-party cookies.
Terminus’ Chat and Email Experiences are powered through its acquisitions of Sigstr, an employee email marketing platform, and Ramble, a chatbot provider. The new data set relies on household IP addresses collected from its Chat and Email Experiences to help track target accounts and identification data through email opens and chat histories. The Experiences are continually updated, designed to track changes and update IP addresses at a higher rate than form fills.
“The rubber has hit the road; companies are starting to scramble to figure out how they’ll execute digital ads without cookies,” said Bryan Wade, Chief Product Officer of Terminus, in a statement. “But, for the last 18 months, Terminus has been playing the long game. The data we’re collecting with both products — and how we’re collecting it — is completely unique to Terminus. Not only do customers have access to a completely novel data set, but one that is accurate and incredibly powerful for targeting. Email service provider level data is quickly going to become the most valuable data in ABM, and we’re at the forefront of that evolution.”