Mediavine

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.

GAM’s dinner with ad agencies sparked speculation that Google is preparing to spin off its bundled SSP and ad server as a remedy to its ad tech monopoly. But Google says it’s just part of the trend of SSPs going direct to buyers.

While some Privacy Sandbox testers lamented their seemingly wasted effort, they remain committed to post-cookie targeting and measurement – even if Google eventually abandons the Sandbox entirely.

2024’s most popular guest columns offer a snapshot of an industry in flux – and one that’s grown cynical due to repeated promises of unrealized change.

At Tuesday’s Prebid Summit, a panel of publisher and pub tech execs shared tips for how publishers can get the most out their flooring strategies.

By reversing its position on third-party cookie deprecation, Google’s is acknowledging its inability to effectively execute its plans for the Privacy Sandbox. It’s time Google commits to competing with the rest of the industry rather than dictating terms. 

If Chrome imitates Apple, there may be a de facto deprecation of the third-party cookies, since potentially only a slim percentage of users would consent to tracking. In that case, advertisers would still have to primarily rely on cookie alternatives, including the Privacy Sandbox.

Since launch, 82% of advertisers that buy inventory through the Yahoo DSP have tried Backstage at least once. And buyers are seeing lower CPMs from cutting out SSPs.

Even if the industry finds a way to replace the cookie, it won’t matter if publishers no longer have traffic to monetize.

The delay is an acknowledgment by Google that efforts to prepare its cookie alternative will take longer than its proposed deadline allows, which shouldn’t be a huge surprise to those actively participating in testing.