Knowing the audience allows marketing strategies to create emotional messages reaching people's hearts and what they most care for. Understanding the audience implies studying current social trends, and what ideals and expectations move consumers. Therefore, advertisers are particularly attentive to what matters to the audience. In these last few years,  among the hottest topics challenging companies, authenticity, and customers' privacy are the most debated. Shenan Reed, Senior Vice President, Head of Media at L'Oréal, recently addressed at ANA Media Conference three main topics for current marketers. Consumer Privacy, inclusivity, and sourcing. In her view, the main advertising agency's mission is to lead companies toward social-related identities through innovative marketing strategies. As Mrs. Reed says, the surge in consumers' privacy asks advertisers to regain "the art of media planning." Respecting consumers' privacy calls for advertisers and marketers to strengthen loyal relationships between brands and consumers based on recognized social values. Furthermore, in a "cookieless" world, agencies should consider the challenge as an opportunity for performance improvement, which will result in better consumer service (Reed).