Stephanie Liu
Senior Analyst at Forrester Research
Producing widely cited research on third-party cookie deprecation and identity resolution alternatives, helping enterprise marketers and ad tech vendors navigate the structural transformation of programmatic advertising's data infrastructure.
Last updated Jun 11, 2026 by ATDb automated enrichment
Stephanie Liu is a widely recognized analyst whose work sits at the intersection of advertising technology, data privacy, and identity resolution. She has built her reputation producing authoritative research on the deprecation of third-party cookies and the strategic alternatives that brands, agencies, and ad tech vendors must consider as programmatic advertising undergoes fundamental structural change. Her reports have become essential reference points for marketing and technology leaders navigating one of the most consequential transitions in digital advertising history. At Forrester Research, Liu has covered the evolving identity landscape in depth, including data 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 her ability to translate complex technical and regulatory developments — spanning browser policy changes, privacy legislation, and shifting consumer expectations — into clear, actionable strategic guidance for senior decision-makers. Liu's influence extends well beyond individual reports. Her analysis has shaped industry conversations at a pivotal moment when the data foundations of digital advertising are being fundamentally rethought. 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.
- Produced widely cited Forrester research on third-party cookie deprecation that became a reference point for marketing leaders industry-wide
- Established herself as a leading analyst voice on identity resolution frameworks including UID 2.0 and data clean rooms
- Translated complex regulatory and browser policy changes into actionable strategic guidance adopted by enterprise brands and ad tech vendors
- Forrester Research reports on third-party cookie deprecation and identity resolution strategy