Advertising has faced several challenges, but now we have an urgent problem: With the end of cookies, it is time to rethink the importance of identity and not take the will of consumers for granted. On the one hand, consumers are eager for engaging experiences, with assertive ads, but they don’t want to become vulnerable to achieve this goal. On the other hand, companies that want to continue making digital the best platform for doing business. In this panel, the vice president of Verizon Media for Latin America, Armando Rodriguez, clarifies how to satisfy both requests and calls on the industry to take action for a future that has already arrived.