Mike O'Sullivan points out that 'There were companies putting out a ton of marketing: 'Get ready for Sandbox! Test it! You've gotta do it now!' - and that's gone to zero.' The silence indicates a shift in concern regarding the initial urgency presented by the Privacy Sandbox and the anticipated ending of third-party cookies. This change suggests that advertisers have relaxed their approach since Google's announcement.
O'Sullivan highlights that the sentiment amongst advertisers seems to be, 'Google blinked, so I don't have to worry about this stuff anymore,' indicating a complacency about the drastic changes in the advertising landscape that were expected with the removal of third-party cookies.
The article also touches on the potential impact of Google's upcoming user choice mechanism on Chrome, which O'Sullivan warns 'could easily be as disruptive as fully removing third-party cookies, or close to it.' This reveals ongoing challenges for the ad tech ecosystem despite the cookie dilemma being put on hold.
Regarding the adoption of the Privacy Sandbox, O'Sullivan notes, 'it's nearly possible to count the main Privacy Sandbox adopters on two hands,' which highlights the limited uptake among advertisers and indicates that many companies have either hesitated or opted out of adapting to these new standards.
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