Google disputes Sandbox privacy claims in a new IAB Tech Lab report.
The study said the Privacy Sandbox could make it harder for the marketing industry to deliver effective ads and could put smaller brands and media companies at a huge disadvantage.
Google responded by saying that the report contains “many inaccuracies” and that it “overlooks” the larger goal of the Privacy Sandbox, which is to improve user privacy while enabling effective digital advertising.
Why we care If the Privacy Sandbox puts smaller businesses at a disadvantage, as the report suggests, it may be worth exploring alternative solutions before the demise of third-party cookies.
What the IAB Tech Lab Says The reportentitled Fit Gap Analysis for Digital Advertising, stated that:
“In its current form, the Privacy Sandbox may limit the industry’s ability to deliver relevant and effective advertising, putting smaller media companies and brands at a significant competitive disadvantage.” “Strict requirements could limit their ability to compete, ultimately affecting the growth of the industry.”
corrections Google criticized the report, citing numerous inaccuracies and misunderstandings. The clarifications provided by Google can be categorized into four areas (see the points below for the exact wording):
Fixes to use case assumptions or gaps that are supported by the APIs in the privacy sandbox. Use cases that are not currently supported by third-party cookies and are therefore out of scope. Comments and/or proposals that could recreate cross-site tracking and go against privacy preservation goals. Areas where the solution should be determined by the ad technology provider (not the browser or platform) or where the ad technology provider must adapt new tactics on top of the Privacy Sandbox.
Despite accusing the report of containing false information, Google said it would welcome requests for additional features and possible suggestions for improvement from the IAB Tech Lab.
What Google says. Google said in a statement:
“Privacy Sandbox APIs provide building blocks that support business goals while preserving people’s privacy. They are not designed to provide 1:1 replacements for third-party cookies or cross-site identifiers.” “To deliver meaningful improvements to user privacy, it is not feasible to recreate all marketing tactics as they exist today. But it is possible to provide solutions that meet business goals by adapting existing approaches and, in some cases, inventing new ones “While this change requires investment, effort and collaboration, we believe it is necessary and achievable.”
Moving forward. Google confirmed that it plans to continue with its plans to phase out third-party cookies later this year, subject to resolving concerns raised by the UK’s Competition and Markets Authority.
What is the IAB Tech Lab? The IAB Tech Lab is a non-profit consortium that brings together global digital media stakeholders. It focuses on developing technology and standards to improve growth and trust. Key areas of concern include brand safety, ad fraud, identity, consumer data and privacy, ad experiences, and programmatic effectiveness.
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deep dive. Read Google’s answer in full for more information.
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