Best Practice Report

The Future Of Audience Targeting

Advertisers Need Solutions That Go Beyond Third-Party Cookie Replacements

June 9th, 2021
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
Joanna O'Connell, null
Joanna O'Connell
Sarah Dawson, null
Sarah Dawson
With contributors:
Emily Collins , Lexie Lawhon , Christine Turley

Summary

The death of the third-party cookie will fundamentally alter marketers’ ability to create and target audiences. While the advertising industry debates solutions and alternatives to the cookie, marketers can’t afford to take a “wait and see” approach and pivot at the last minute. Instead, plan your strategy now by examining key use cases for targeting and their corresponding levels of addressability — all through a consumer-first lens.

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