Perfection Thwarting Progress: Response to IAB Tech Lab's Missive on Google's Privacy Sandbox
Briefly

The IAB Tech Lab's analysis of Google's Privacy Sandbox raises concerns about the lack of support for measurement, brand safety, and preserving commercial deals, which are important functions in the current ad-tech ecosystem.
"[It's] good to see the IAB show backbone against Google. In the past, there have been criticisms that they won't do it because Google is such an important member," said Gupta. "This feels like healthy jostling."
However, some believe that the analysis may be overly critical and could prevent progress towards a privacy-focused era of digital advertising. They argue that not all use cases of digital advertising should be supported because some invade user privacy. The IAB Tech Lab's analysis is praised for holding Google accountable and showing independence from the interests of its largest members, but concerns remain about the impact on the industry's ability to move forward with privacy-focused solutions.
"Some of the [report's] complaints seem like they come straight from ad-tech companies that a) will see their businesses significantly damaged by cookie deprecation and Privacy Sandbox and b) probably deserve it because they don't really protect user privacy at all," said Gupta.
Read at Adweek
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