Privacy Sandbox

We observe a confusion on the market regarding how changes to cookies will affect the user experience in retargeting. In this article, we will focus on the user’s perspective, starting the journey from the advertiser’s website through what is happening in the user’s browser, ending on the publisher’s website.

Google Chrome set an ambitious goal in their January 2020 announcement to have the key privacy-preserving advertising technologies deployed by late 2022 for the developer community to start adopting them. On June 24, Google released an updated timeline for the Privacy Sandbox and revealed a plan to phase out support for third-party cookies over a three month period starting mid-2023.

We now know that third-party cookies will be staying with us a little longer. On June 24, Google released an updated timeline for the Privacy Sandbox – a high-level plan indicating that it will phase out support for third-party cookies over a three month period starting mid-2023.

The question is – how much more time does the industry actually have? The answer is – not much. Based on the official procedures for bringing new features to Chrome, we at RTB House expect that the next two years will be filled with work.

In the second episode of our “Media Review” series, we take a deeper look at Google’s announcement about the Privacy Sandbox timeline, consider how businesses should use the time that Google just gave them, and analyze the privacy aspects of FLoC.

In this Media Review, we selected four articles about potential direction for FLoC, detailed description of Google’s Attribution Reporting API, the analysis of SWAN and the explanation of UID 2.0.

It’s time for our 4th Media Review. This month, we selected 5 stories, such as an update from Chrome on the progress of the Privacy Sandbox and an analysis of the future of reporting.