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How To Prepare for the Data Apocalypse [Video]

Career Advice

Everybody knows the apocalypse of ad tech data approaches.

Yet, most aren’t rushing to do anything about it.

That’s the latest finding in the Internet Advertising Bureau’s 2024 State of Data Report: How the Digital Ad Industry is Adapting to the Privacy-By-Design Ecosystem (subscription required).

IAB finds that 94% of survey participants say they expect Google Chrome to eventually eliminate third-party cookies. Yet only 42% believe Google will do as it said and end them by the end of the year.

It’s like that scene from the movie Don’t Look Up. Dr. Randall Mindy (Leonardo DiCaprio) and Kate Dibiasky (Jennifer Lawrence) try to convince the president of the United States (Meryl Streep) that there’s a 100% chance a comet will hit Earth. “Well, it’s 99.78%, to be exact,” Randall says. The president replies, “Let’s call it 70%, and let’s move on … You know … let’s just sit tight and assess.”

What should you do? Will this comet created by third-party cookie’s ending, pending privacy legislation, and an inability to get first-party data crash the world …

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