What it will take for advertisers to finally get ready to let go of the third-party cookie

Two things the ad industry can seemingly count on like clockwork: Google to postpone its third-party cookie deprecation plans and advertisers to be less-than-ready for the cookie to go away.

During last month’s Digiday Programmatic Marketing Summit in Palm Springs, CA, agency executives rated advertisers’ current level of readiness for a post-cookie future and discussed what it will take to catalyze their preparations.

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