Brands across all verticals are rethinking their targeting and measurement strategies, motivated primarily by the crumbling of the third-party cookie. But what many fail to realize is that a truly future-proofed approach can’t just address a cookie-less world. There are other important shifts in marketing that must be part of the equation to avoid piling one band-aid on top of another over the next decade. Let’s talk through the other changes at play and why identity is the strategy for media management, measurement, and optimization. The critical trends beyond cookie deprecation The third-party cookie gets the most attention because it’s a forced transition, but there are changes happening across consumer behavior and martech that are just as, if not more, important. The first is rising customer expectations. Media has shifted from a brand-driven endeavor, where the goal was to change consumer behavior, to a consumer-led endeavor, where the brand must adapt to deliver what c