Best Practice Report

The Future Of Audience Targeting

Advertisers Need Solutions That Go Beyond Third-Party Cookie Replacements

June 9th, 2021
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.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.