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Chief among the concerns at the Interactive Advertising Bureau’s Annual Leadership Meeting in Marco Island, Fla., this week is that Google Chrome’s Privacy Sandbox, a pack of solutions to replace third-party cookies, is not yet ready to meet the demands of programmatic advertising.
Publishers, ad-tech firms and marketers at the event pointed to vague aggregate reporting features, fewer video solutions and a relatively complicated set of proposals, all leading to almost nonexistent testing.
However, despite problems with Privacy Sandbox—like questions with cross-domain tracking in Related Web Sets and the fact buyers cannot easily test in Google ad platform DV360—the technologies underpinning the proposals are still a work in progress.
“Privacy Sandbox is a product that’s in process,” said Anthony Katsur, CEO of IAB Tech Lab, which is publishing a report analyzing areas for improvement in Privacy Sandbox in the coming days.
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