The advertising industry’s use of third-party data grew in 2021 from 2020, despite the planned elimination of the third-party tracking cookie on web browsers, according to a new Interactive Advertising Bureau (IAB) report. The trade organization issued a call to action with its research findings, warning that companies risk harsh disruption and costs if they do not pivot soon towards more privacy-safe data use. This article includes the IAB research director’s commentary on the report, the costs that companies face from privacy upheaval, and his organization’s recommended preparatory steps for companies involved with TV, mobile and web marketing. The article also contains a Google executive’s update on the company’s Privacy Sandbox tools for post-cookie advertising. See “Apple Overhauls Privacy for iPhone Apps, but Will It Enforce Its Policies?” (Sep. 23, 2020).