Cookieless Taskforce Rebrands as Smart Targeting Taskforce

The Smart Targeting Taskforce

The Cookieless Taskforce has transitioned to become the Smart Targeting Taskforce.

In the ever-evolving landscape of digital marketing, the Smart Targeting Taskforce is dedicated to exploring and shaping the future of online targeting. Originally established as the ‘Cookieless’ taskforce, our scope has expanded to reflect the nuanced developments around third-party cookies, which, contrary to initial forecasts, will not disappear entirely. However, relying solely on tactics centered around third-party cookies is no longer a future-proof strategy, as the industry moves toward more diverse and privacy-centric solutions.

The taskforce brings together members from across the digital marketing ecosystem, including advertisers, adtech providers, agencies, and publishers. We focus on innovative approaches to ensure effective, privacy-conscious targeting that balances business goals with consumer trust. Through collaboration, research and shared expertise, we aim to help marketers navigate this complex environment, leveraging emerging technologies and regulatory shifts to create smarter, sustainable targeting solutions.

The Smart Targeting Taskforce aims to deliver;

  •         Interviews with agencies, advertisers, publishers and (ad)tech
  •         Industry visual about cookieless targeting tech
  •         Crumb-free conversations interview series

The mission of the Smart Targeting Taskforce

"We exist to empower and connect the digital marketing industry—from media professionals to advertisers, agencies, and industry leaders. Through innovation, ethical practices, and knowledge sharing, we ensure that marketing teams, decision-makers, and new talent stay at the forefront of a data-driven, transparent, and impactful ecosystem."

Below you’ll find statements from the taskforce members regarding the name change.

Willem van der Weide - Objective Platform
“The Cookieless taskforce has significantly contributed to the advertising industry through the years with relevant content to advise on the deprecation of the third party cookie. Offering industry examples, inspiration and advice how to deal with the dependency on the cookie, making the industry more resilient. As per Google’s long awaited decision came into effect, the taskforce re-identified itself as the Smart Targeting Taskforce. As we believe the industry is still looking for efficient and effective ways to find relevant places and audiences to reach their future customers with paid media.”

Mark Wilmont - TDA Digital Solutions
“While third-party cookies remain in use, it's essential to explore innovative ways to support advertisers and agencies with a range of powerful targeting options. From leveraging first-party identifiers to implementing advanced contextual targeting, we will help advertisers to learn more how to connect with their audience at the right moment and in the right place, ensuring maximum impact and engagement.”

Martijn Minderhoud - ABN AMRO
"About 40% of online users can no longer be reached through third-party cookie tactics, as browsers and operating systems are blocking or delaying these methods. The industry needs to embrace a range of solutions and move towards more efficient and privacy-centered approaches. I am excited to contribute to this task force by sharing industry insights and exploring alternative targeting strategies. My forecast for 2025, we will see more privacy-first solutions that still deliver strong performance."

Karna Fulzele – Kinesso
“From the humble beginnings of cookies in 1994 to the sophisticated, privacy-first solutions of today, the marketing landscape has transformed dramatically. As we navigate this evolution, it’s crucial to educate, support, and lead the change toward a future-proof ecosystem. The Smart Targeting Taskforce aims to ignite meaningful conversations among industry leaders and build strategies to answer the golden questions: Who is my audience? Where can I find them? When is the right time to engage?

In 2025, as an industry we will move towards AI-powered personalization, immersive experiences, and privacy first strategies, redefining how brands connect and engage in a smarter, more dynamic world.”

Linda Worp - Opt Out Advertising
"While third-party cookies may persist in some form, the future of targeting clearly requires a broader, privacy-first approach. Many alternative solutions still depend on explicit user consent, and when individuals choose to 'Reject All,' it challenges us to innovate and develop smarter ways to maintain relevancy, while respecting their privacy. Being part of the Smart Targeting Taskforce provides an opportunity to contribute to strategies that balance user trust with effective targeting. Together, we can shape solutions that align with evolving expectations and regulations, ensuring a sustainable and privacy-conscious future for digital advertising."

Tim Samsom - Showheroes
“Digital marketing is at a critical point where trust and technology must go hand in hand. The evolution from cookies to privacy-first solutions isn’t just a shift in tools, but a redefinition of how we connect with audiences. The Smart Targeting Taskforce is vital in bridging this gap by fostering collaboration and innovation across the ecosystem. By 2025, I foresee a landscape dominated by first-party data, AI-driven personalization, and contextually rich targeting that respects user choice while delivering meaningful results.”

Ernst Dirkzwager – Readpeak 
“It’s clear the industry is no longer waiting on Google to define the future of audience targeting. Instead, we see a proactive shift towards creating smarter, more effective, and privacy-conscious solutions. This is precisely why the Smart Targeting Taskforce exists: to empower brands, agencies, and ad-tech vendors with insights, updates, and strategies that pave the way for more innovative and ethical targeting approaches. It’s an essential initiative for staying ahead in a rapidly evolving media and advertising ecosystem

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