Home AdExchanger Talks A Sandbox Skeptic

A Sandbox Skeptic

Samantha Jacobson, The Trade Desk

What is Google’s true motive in launching the Chrome Privacy Sandbox?

If Samantha Jacobson, chief strategy officer at The Trade Desk, were an optimist, she’d take Google at its word that this is about privacy protection. She’d also give Google credit for at least attempting to support certain advertising use cases and not taking the Apple route of simply removing cookies from its browser overnight.

And “if I were a cynic,” Jacobson says on this week’s episode of AdExchanger Talks, “I might look at it and say, ‘This is actually an intentional distraction.’”

She might then go on to observe that the Privacy Sandbox is causing the online ad industry to tie itself in knots “while Google circles the wagons around YouTube and Search – their cash cows – in an effort to bolster them and, eventually, abandon the open internet.”

So is Jacobson an optimist or a cynic?

“I’m somewhere on the spectrum,” she says.

Speculation and cynicism aside, The Trade Desk is testing the Chrome Privacy Sandbox APIs and participating in industry working groups, including the IAB Tech Lab’s Privacy Sandbox Task Force, which recently released a savage teardown of the sandbox APIs.

The Trade Desk is also sharing its feedback directly with Google, which Jacobson says has been very open to receiving it.

Even so, she retains her healthy skepticism.

“Do I think the Privacy Sandbox is a sound solution that delivers value for advertisers and publishers? No,” Jacobson says. “We try to approach [it] with an open mind … but the reality is that I have major concerns about the impact it will have on publishers.”

Also in this episode: An update on Unified ID 2.0 and its European cousin, why OpenPath isn’t an attempt to drink the sell side’s milkshake, The Trade Desk’s expanded data partnership with Roku, the open internet vs. the “premium internet” and how TTD comes up with product names (Galileo, Solimar, Koa, KokaiMegagon??).

For more articles featuring Samantha Jacobson, click here.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.