In January 2020, Google announced that they would be eliminating third-party cookies by 2022. Consequently, marketers need to completely redefine existing targeting strategies to get their brands in front of the right prospects. Adding further complication, buyer preference has also been trending toward cookieless, even first-party cookies. Marketers now face the challenge of creating a targeting strategy that is both effective in serving their organization’s needs and non-invasive for buyers.

Whether marketing professionals are ready or not, a cookieless future is quickly approaching. Companies without access to durable IDs will need to use the period between now and January 2022 to test and explore alternate strategies to cookie-based consumer acquisition. What will the future look like for marketers? How are marketing teams planning on becoming effective drivers of customer acquisition at scale in the new landscape?

Our expert panel will discuss what they think a cookieless future will entail—including how they plan to rethink prospecting and targeting efforts, efficiently adapt existing advertising strategies, and accommodate the end of third-party cookies.