Media in 2021: Tough cookies

Why the demise of third party cookies means a new paradigm of targeting and effectiveness measurement.


In Kantar’s Media Trends & Predictions 2021, we discuss the changes happening in the media world and share our data-supported views about what will stick or twist next year. Some of the trends are more front-of-house: for example, audience behaviours like co-viewing, shifts in streaming video-on-demand habits, and the move from brand activism to action.

This article first appeared on on December 9, 2020.