Why Testing Google's Cookie-Alternative Privacy Sandbox Is Still Minimal

Among the criticisms are fewer video solutions and limited reporting 

Join ADWEEK for the first-annual Brand Play: Sports Marketing Summit, on May 9 in NYC or virtually. We’ll explore the new sports events, platforms, fan insights and cultural impacts that can unlock exciting wins for marketers. Register.

Chief among the concerns at the Interactive Advertising Bureau’s Annual Leadership Meeting in Marco Island, Fla., this week is that Google Chrome’s Privacy Sandbox, a pack of solutions to replace third-party cookies, is not yet ready to meet the demands of programmatic advertising.

Publishers, ad-tech firms and marketers at the event pointed to vague aggregate reporting features, fewer video solutions and a relatively complicated set of proposals, all leading to almost nonexistent testing.

However, despite problems with Privacy Sandbox—like questions with cross-domain tracking in Related Web Sets and the fact buyers cannot easily test in Google ad platform DV360—the technologies underpinning the proposals are still a work in progress.

“Privacy Sandbox is a product that’s in process,” said Anthony Katsur, CEO of IAB Tech Lab, which is publishing a report analyzing areas for improvement in Privacy Sandbox in the coming days.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in