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The WARC Guide to customer retention


The full deep-dive deck into the future of identity is exclusively available to WARC subscribers.

This WARC Guide provides a summary of new thinking and best practice on the future of identity, including:

  • Why identity is changing
  • Potential identity solutions
  • Building a winning first party data strategy
  • Preparing for volatility

WARC Talks

This webinar is exclusively available to WARC subscribers.

The future of identity after third-party cookies

Robin Berjon, VP Data Governance at The New York Times, explains why user identity is only ever meaningful – and meaningfully actionable – in a specific context, and shares the Times’s vision for the future of contextual targeting.

Robin Berjon
Thursday 22nd July 2021

Contributing articles

Free article

The future of identity in a post-cookie landscape

Author Reshma Karnik
Company MediaLink

Free article

The New York Times: Identity isn’t about identifiers – it’s about people

Author Robin Berjon
Company The New York Times

Free article

Marketing imperatives for a cookieless world

Author Ranga Somanathan
Company RSquared Global Ventures

Dealing with the cookie apocalypse: How to retain your data and measure performance

Author Flaviano Faleiro
Company Accenture Interactive

First-party data: A matter of survival in China

Authors Mike Zhu, Kevin Cheung and Shirley Li
Company Artefact

Refreshing rewards: How HEINEKEN USA reduced reliance on third-party data

Author Sam Ngo
Company BlueConic

What should brands do as third-party cookies crumble?

Author Kenneth Pao
Company Criteo

How brands can respond to the consequences of a cookie-free world

Author Jide Sobo
Company Ebiquity

How data science can help marketers to bridge the measurement gap in a post-cookie landscape

Author Sherif Guindy
Company Essence

A new twist on privacy – planning for a post-cookie and IDFA world

Author Jennifer Pelino
Company IRI

Gear up for the cookieless future

Author Jen Gulling
Company Merkle

The role of first-party customer data in helping brands to thrive in the post-cookie era

Authors Chanelle Harrigan and Nick Wright
Company OMD

The journey from the post-third-party cookie wasteland to marketing utopia

Author Siva Ganeshanandan
Company Oracle

The state of advertising identity

Author Ian Hocking
Company South China Morning Post

Privacy and responsible data use: Patchworks, platforms, and people

Author Arielle Garcia
Company UM Worldwide

Author Q&A

With Jen Gulling, VP, Enterprise Growth Leader, Merkle.


With Ranga Somanathan, Co-Founder & Curator, RSquared Global Ventures.

The WARC Guide playlist

The complete WARC Guide playlist of Q&As with expert authors.