Read at AdExchanger
The IAB Tech Lab's Privacy Sandbox Task Force released a report analyzing whether the APIs in the Chrome Privacy Sandbox support what the Tech Lab calls 'foundational digital advertising use cases.' According to the report, the Privacy Sandbox either doesn't support or degrades the functionality of the majority of basic use cases, including frequency capping, second-price auctions, VAST tags, competitive separation, and the ability to exclude certain users from specific segments.
This is the true story of what happens when people stop being polite and start getting real. That could also serve as the tagline for the bombshell report released earlier this week by the IAB Tech Lab's Privacy Sandbox Task Force analyzing whether the APIs in the Chrome Privacy Sandbox support what the Tech Lab calls 'foundational digital advertising use cases.'
Tech Lab CEO Tony Katsur acknowledges that the APIs in the Privacy Sandbox are not set in stone and forthcoming feature requests to Chrome will address several of the use cases that no longer work. However, publishers are concerned about the potential damage that can occur while waiting for improvements. Katsur emphasized the need to consider the impact on publishers who live quarter to quarter.
'We need to consider what damage might get done between when the Privacy Sandbox launches and whenever potential improvements are eventually made,' Katsur said. 'Yes, Chrome has a pretty robust road map over the next several years - but a lot of publishers live quarter to quarter.'