![]() ![]() ![]() you add a user in Office 365 and assign a CRM license to her. “We then expect Privacy Sandbox to continue innovating and improving even after third-party cookies are gone.You use CRM Online. “The coming quarters will provide time for companies to continue testing APIs, giving feedback and fully adopting them at scale across a range of use cases,” he said. The number of conversions per dollar spent were between 1% and 3% lower using Privacy Sandbox solutions than third-party cookies.īut Wong said Google is “certain the APIs are ready.” The TL DR on the findings is that the Privacy Sandbox performed worse than third-party cookies, albeit only by a bit. In April, Google Ads published the results of an experiment comparing the performance of campaigns using third-party cookies with campaigns using the Topics API, first-party publisher IDs and contextual data. Attribution Reporting, which is self-explanatory.Įven with general availability, there is a question in the industry about whether the Privacy Sandbox APIs will be ready for primetime, as in, whether antitrust concerns will be fully addressed and whether the APIs will be as effective as what they’re replacing (not that third-party cookies are all that great).Īlthough Google is adamant the deprecation deadline won’t get pushed again, that would seem to be the only possible contingency plan.Fenced Frames for embedding content onto a page without data sharing.Shared Storage and Private Aggregation for securely sharing cross-site data and generating reports.Protected Audience, which is the rebranded FLEDGE.Topics, such as interest-based advertising sans third-party cookies.Going GA “is a big step to expand testing and adoption,” he said, “and should be a strong signal to companies that now is the time to begin integrating the APIs if they have not started already.”įor those keeping track, the APIs include: That will likely change with general availability (GA) this summer, Wong said. Adoption has been slow, in part due to Google’s multiple deadline delays.Īnd both companies have noted a lack of adoption across the industry, which has made it difficult to run meaningful tests. Only a small handful of ad tech companies – pretty much just Criteo and RTB House – have been actively involved in the Privacy Sandbox origin trials. It wasn’t the best look for a purportedly privacy-preserving third-party cookie replacement. Based on feedback gathered during the first set of FLoC origin trials in 2021, Google ended up replacing FLoC with the Topics API.Ĭriteo, for example, had noted during its testing that it was still possible to use FLoC IDs to do cross-site tracking by monitoring browsing habits and cohort assignments over time. The sandbox testing process led Google back to the drawing board on some of its APIs. Google will continue working “in close consultation” with the CMA as it extends third-party cookie deprecation beyond the 1% mark, said Victor Wong, senior director of product management at Google.Īntitrust concerns haven’t been the only roadblock. ![]() In a recent report of its own published in April, the CMA said it’s “keen to ensure there are no further delays” in the timeline for removing third-party cookies, so long as its competition concerns are addressed before the APIs are deployed. Google also files quarterly reports with the CMA detailing its progress. Google eventually committed to ongoing CMA supervision over the design and development of the APIs in the Chrome Privacy Sandbox to make sure it doesn’t distort competition. The CMA started poking around the Privacy Sandbox following complaints that Google’s plan to eliminate third-party cookies in its browser would give it an unfair advantage in the digital ad market. But there have been countervailing forces standing in Google’s way, including an investigation in 2021 by the Competition and Markets Authority (CMA), the UK’s top antitrust regulator. ![]()
0 Comments
Leave a Reply. |