Blog about Digital Advertising & Marketing Technology

In this Media Review, we focus on the Privacy Sandbox: the status of the current Origin Trials, the progress of the tools not currently in testing, the critique for Topics from the industry, and the news from Google Marketing Live around both the Web and Android Privacy Sandbox.

The testing season of cookieless tools has started with the announcement of Origin Trials for the Privacy Sandbox proposals. Adtech is now filled with various opportunities for testing – contextual targeting, identity solutions, first-party publisher’s audience data, or group-based methods. It is high time to leave feedback about specific tools in the places where it matters.

Marketers are being proactive in advance of the demise of third-party cookies but challenges, as well as opportunities, remain.

Over the past two years, the entire advertising industry has been lively discussing the impending deprecation of third-party cookies and its implications for each side of the ecosystem. There are countless articles outlining the general concept of Google’s Privacy Sandbox and its alternatives, as well as assumptions on what will happen to the industry as a whole. However, when it comes to frequency capping – one of the most important tools for both publishers and advertisers, and arguably the least controversial one privacy-wise – there is not enough media coverage, apart from some calls to address the topic.

In this chapter of our “Media Review” series, we describe the results of the CMA investigation into Google’s Privacy Sandbox, Tech Lab’s release of “Seller Defined Audience” and more.

It’s time for our 4th Media Review. This month, we selected 5 stories, such as an update from Chrome on the progress of the Privacy Sandbox and an analysis of the future of reporting.