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Privacy Sandbox is a set of tools that let advertisers attach a unique ID to every ad impression they serve.

With Google phasing out the use of third-party cookies by 2022, Privacy Sandbox has been offered as an alternative. As per the author, this move would coax advertisers to use Google’s first-party data within its own tools.

The move could solidify Google’s position in the ad space. Lotame’s Adam Solomon urges that good actors must be able to leverage the tech equally without “undue advantage” to itself. The article also states that all suggested alternatives to third-party cookies have flaws.

InfoSum’s sales VP Stuart Colman mentions that the real-time bidding ecosystem doesn’t work without third-party cookies, and there emerges an urgency to rebuild it. Further, Google’s decision could force advertisers to rely only on their own customer information.

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[5 minute read]

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