google privacy sandbox

Last week, after nearly six years of development and delays, Google officially retired its Privacy Sandbox.
Which means it’s time for a memorial service.

Chrome kept cookies and killed the Privacy Sandbox, but at least we got some great comics out of it.

Enjoy this weekly comic from AdExchanger.com that highlights the digital advertising ecosystem … 

Google’s aborted cookie crackdown ends with a quiet CMA sign-off and a sweeping phaseout of Privacy Sandbox technologies, from the Topics API to PAAPI.

Meta’s privacy policies are uniquely impenetrable. Plus, Google once thought Apple would likely expand its ad business to third-party apps.

Recent moves by major ad tech players prove the industry doesn’t actually need cookies. But Chrome’s cookie pivot doesn’t clarify what will happen to the 1% of its audience that’s already cookieless or what will become of plans to deprecate the Android Ad ID on mobile.

Google is still figuring out what a cookie opt-in or opt-out model would look like — and how it would affect development and adoption for the Chrome Privacy Sandbox.

Contextual targeting platforms and ad verification companies that specialize in brand safety, viewability and fraud are all looking to poach Oracle’s soon-to-be-former customers.

There’s a lot more good than bad in Google’s Privacy Sandbox. Here’s why some of the current criticisms around the cookie alternative don’t hold water.

Out of the 15 features bundled in the Privacy Sandbox, 12 have the potential to stifle ad tech innovation and disrupt advertising use cases. Let’s take a closer look at two of these features: Fenced Frames and IP Protection.