Lately there has been a lot of talk about the upcoming cookie-less advertising environment. Marketers are preparing for one of the most radical changes in the history of digital and consultants scramble to help them with actionable advice. We asked fellow Sherpa Samantha Noble, to offer her best tip for the "cookie-less" 2022. Samantha is a Leading PPC expert with long experience in paid media. She describes paid media as her true passion. "From managing campaigns day to day, to training in-house or agency teams or speaking on stage and sharing her knowledge on the latest paid media strategies". In 2016 she left agency life behind and started Biddable Moments, a Paid Media Consultancy agency dedicated to helping brands and agencies increase their revenue through PPC and Paid Social advertising. So, here is what she would like you to know about the year to come in PPC.