Google's Privacy Sandbox initiative proposes a set of APIs for players in the ad tech ecosystem to access user information in a limited way that better ensures user privacy in a manner that doesn't outright decapitate programmatic advertising.
At the core of the concerns raised by publishers regarding Privacy Sandbox are control and access to data, with worries about transparency and the suitability of the 44 use cases under discussion.
Since targeted ads are more valuable, any reduction in their effectiveness decreases publishers' ad revenue. This reinforces the industry's reliance on Google's ecosystem, particularly for those dependent on open markets.
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