Chrome privacy sandbox

In today’s newsletter: Criteo invests heavily in the Privacy Sandbox; the open web is not too big to fail; and Amazon aims to grow its ad business to rival Google’s and Meta’s.

In today’s newsletter: Big Tech may be best positioned to take advantage of generative AI’s ad tech uses; ad tech leaders waffle on investing in Chrome’s Privacy Sandbox; Google faces an innovator’s dilemma.

Privacy Sandbox’s Protected Audiences API causes increased latency, decreasing viewability and yield. Given these issues, publishers simply cannot afford to test PAAPI at scale.

When Google finally stopped supporting third-party cookies for 1% of Chrome users, the ad industry reacted as if the sky was falling. But it’s unlikely that Google’s cookie deprecation plans will ever be fully fulfilled.

As bold and ambitious as Privacy Sandbox is, it’s rolling out with a lot of confusion and ambiguity. And there’s plenty about the new paradigm that we don’t currently understand.

“I know you’re going to ask me specifically about Privacy Sandbox, because nearly everyone else does,” The Trade Desk CEO Jeff Green said on the company’s Q4 earnings call.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Google claims that more than 90% of the 44 use cases analyzed by the IAB Tech Lab’s Privacy Sandbox Task Force are actually still doable using the Privacy Sandbox APIs.

Some marketers failed to heed the warning signs that their relationship with third-party cookies was coming to an end. But the time to move on is now. Fortunately, there are plenty of other addressability solutions in the sea.

We caught up with IAB Tech Lab CEO Tony Katsur in the wake of a new bombshell report that claims the Chrome Privacy Sandbox is not fit for purpose.