Despite Googleâs insistence that the Privacy Sandbox is progressing, many publishers perceive it as effectively dead due to the lack of incentive to support it. Concerns among publishers heightened after reports indicated a potential 60% drop in CPMs should Sandbox be implemented, prompting some to abandon testing. While the effort invested in Sandbox testing was significant, costs were mainly borne by ad tech vendors. As doubts grow about its future, the hope is that past collaborations will foster future innovations in ad tech.
I suspect the writing was on the wall once the Criteo report [last June] said it would be a 60% hit [on CPMs] for publishers. Like, it's just devastating when your entire ecosystem relies on CPMs being at a reasonable level.
While no one is celebrating the slow fade of a product that once carried such well-meaning intent, there's a quiet sense of relief that CPMs won't be falling off a cliff any time soon.
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