During this crucial stretch, ad tech vendors are focused on the Protected Audiences API, the Topics API, and the Attribution Reporting API. Their attention will be particularly honed on getting a feel for how valuable these alternatives could be for publishers and advertisers.
For publishers, this means keeping a close eye on ad prices - specifically, how those prices change and why. Ideally, Criteo and Adform want to attribute price changes to the effectiveness of the ads, not just spending fluctuations.
Since the testing period involves only a small portion of ad traffic, (one percent to be precise) - it will take some time for advertisers to accurately measure how effective their campaigns are and adjust their budgets accordingly.
#google-privacy-sandbox #ad-tech-firms #publisher-revenue #ad-campaign-effectiveness #advertising-budgets
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