Stephanie Liu

Stephanie Liu is a Forrester Research analyst whose work sits at the intersection of advertising technology, data privacy, and identity resolution. She is best known for producing widely cited research on the deprecation of third-party cookies and the strategic alternatives brands and agencies must consider as the digital advertising ecosystem undergoes fundamental structural change. Her reports have become reference points for marketing leaders navigating one of the most disruptive transitions in programmatic advertising history. At Forrester, Liu covers the evolving identity landscape, including clean rooms, first-party data strategies, and emerging identity frameworks such as UID 2.0 and other cookie alternatives. Her research directly informs how enterprise brands, media agencies, and ad technology vendors prioritize investment in measurement and targeting infrastructure. She is recognized for translating complex technical and regulatory developments into actionable strategic guidance for senior marketing and technology decision-makers. Liu's influence extends beyond individual reports, as her analysis shapes industry conversations at a time when privacy regulation, browser policy changes, and shifting consumer expectations are forcing a fundamental rethinking of digital advertising's data foundations. She is considered a credible and authoritative voice on the future of audience addressability and the measurement strategies that will define the next era of AdTech.

• Authored widely cited Forrester reports on third-party cookie deprecation and its implications for digital advertising
• Research on identity resolution and audience targeting strategy referenced by major brands and agencies in planning processes

• Forrester Research reports on third-party cookie deprecation and identity resolution