No, the ad industry as a whole is not prepared for the thirdparty cookie to go away. And it probably still won’t be in a year’s time if Google goes ahead with its plan to deprecate thirdparty cookies in Chrome by the end of 2024. That’s the assessment of programmatic advertising experts who attended the Digiday Programmatic Marketing Summit, held in New Orleans from Dec. 4 through 6.

In this video, Digiday senior media editor Tim Peterson speaks with industry executives about why they rate the overall industry’s postcookie readiness so low and the major steps it still needs to take to be prepared for the cookiepocalypse.

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