With data from Google’s Privacy Sandbox expected in Q1 and Q2 2021, advertisers are figuring campaign optimisation strategies.
Google’s announcement of disintegrating third-party cookies in 2022 and replacing it with the Privacy Sandbox has left the digital advertising industry in a conundrum. Discussions around the Privacy Sandbox a year after its introduction have been more on the technical side rather than the business side.
As the industry inches close to a cookie-less world, questions and proposals have propped up around ad targeting, auctions, and segmentation. Further, the core proposals from Google, like “TURTLEDOVE” and “DOVEKEY” for the Privacy Sandbox currently don't support many key advertisers and publishers.
While conversion measurement right now only supports click-based conversions, concerns about the frequency and reach measurement have also been raised. Publishers, advertisers, and independent ad tech must work together to test these solutions and provide feedback to Google.
[4 minute read]