Privacy Sandbox focus shifts to need for end-to-end, fuller-scale testing

"Everybody has been testing whether these things are technically possible, whether [Privacy] Sandbox can be used, but not whether they work for the needs of buyers or sellers. There's a pipeline of new tech, but none of the testing has been done yet. So we could easily find ourselves in a world where the tech works, but it doesn't work throughout the marketplace," said one publisher in attendance.

"Across the entire ecosystem, you need the right supply-side [platform], you need the right ad tech, and you need the agency that's willing to test holistically," said Patrick Gut, vp and head of U.S. sales at Adlook.

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