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

This article is part of a series covering our Programmatic Marketing Summit. More from the series →
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.
More in Marketing

Why marketers shouldn’t follow Unilever’s plans to work with ’20 times’ more influencers just yet
The creator economy isn’t just another media channel but an ecosystem all its own with potential hazards along the way.

Despite the uncertainty, some advertisers like Coca-Cola and Comcast have increased their TikTok spend this year
Seven large advertisers have increased their U.S. social media spend on the platform during Q1 2025.

WFA sees 54% of multinational brands boosting influencer spending — with more relying on agencies to find creators
With influencer marketing budgets steadily rising, more multinational brands are increasingly partnering with influencer agencies to identify creators as the industry becomes more complex.