IAB slams Google Privacy Sandbox | MarTech
Briefly

According to a new report from the IAB Tech Lab, Google's Privacy Sandbox is facing several challenges. The report highlights that the changes mandated by Privacy Sandbox will require significant development and infrastructure investment costs for technology companies, and will also impact operational, business, financial, and legal processes for brands, agencies, and media companies.
"(T)he changes mandated by Privacy Sandbox will require substantial development and infrastructure investment costs for both buy and sell-side technology companies. Additionally, operational, business, financial, and legal processes for brands, agencies, and media companies will need extensive reworking."
The IAB Tech Lab also identified specific issues with the proposed solution. They noted that abandoning event-based impression and click metrics in favor of aggregated reporting will make bid loss analysis impossible. Additionally, the implementation of an ad exchange and ad server within the programmatic advertising ecosystem will require significant changes, impacting reporting mechanisms, ad rendering, and bid decisioning. Finally, the participation of Chrome in the auction of ad inventory raises concerns regarding legal and business requirements.
"The implementation of an ad exchange and ad server itself will require significant changes within the programmatic advertising ecosystem, impacting reporting mechanisms, ad rendering and bid decisioning. With Chrome actively participating in the auction of ad inventory, 'it poses great concern if Privacy Sandbox neglects legal and business requirements.'"
Read at MarTech
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