With Chrome about to cancel third-party cookies, 2022 will be the make-or-break year for the development of new identifiers and technologies that can either reimagine the concept of tracking codes or replace them entirely. The advertising industry and its organizations must seize the opportunity to become more transparent with their audiences. Any new identity solutions must put consumers in the driving seat and empower them to control how, when, and where their data is used.

That said, there is no need to panic.  The end of targeted campaigns is not upon us. Programmatic advertising—even in the absence of many once-relied-upon persistent IDs—will continue to give media buyers access to publishers and placements, with contextual targeting likely re-emerging as an integral piece of the puzzle.

There is actually huge opportunity for savvy brands to deepen their relationships with consumers in ways cookie-based tactics never truly allowed. Recent research by Deloitte Digital exploring emotional-driven engagement revealed consumers prefer contextually sensitive brand experiences since they tap into their more immediate concerns, rather than over-relying on past behavior or browsing habits. By embracing the use of contextual data in programmatic campaigns, marketers can foster meaningful connections with consumers that inspire and frame the depth of brand loyalty and brand advocacy.