Mateusz Rumiński

In this Media Review, we take a closer look at Privacy Sandbox News from Google, the economic value of Targeted Advertising, an Analytical Tool that faces GDPR, and more.

Digital advertising has come a long way. From direct deals between brands and publishers to the extensive ecosystem that we operate in now. As did marketing campaign reporting.

In this chapter of our “Media Review” series, we describe the results of the CMA investigation into Google’s Privacy Sandbox, Tech Lab’s release of “Seller Defined Audience” and more.

Over the past two years, the entire advertising industry has been lively discussing the impending deprecation of third-party cookies and its implications for each side of the ecosystem. There are countless articles outlining the general concept of Google’s Privacy Sandbox and its alternatives, as well as assumptions on what will happen to the industry as a whole. However, when it comes to frequency capping – one of the most important tools for both publishers and advertisers, and arguably the least controversial one privacy-wise – there is not enough media coverage, apart from some calls to address the topic.

The testing season of cookieless tools has started with the announcement of Origin Trials for the Privacy Sandbox proposals. Adtech is now filled with various opportunities for testing – contextual targeting, identity solutions, first-party publisher’s audience data, or group-based methods. It is high time to leave feedback about specific tools in the places where it matters.

In 2023 Google announced the depreciation of third-party cookies and began the development of the Google Privacy Sandbox. However, the deadline has once again been pushed back, this time to 2025]. The reason? “The need for more time to evaluate and test the new technologies.” Despite positive developments, RTB House’s own tests of the FLEDGE proposal, with nearly 8 million ads in 50 countries, have shown that there is still plenty of work to be done to build effective cookieless alternatives.