Privacy Sandbox

In this part of the “Media Review” series, we take a deeper look at five stories – including an analysis of the most influential stakeholders in the cookieless environment, UID 2.0 GDPR issues, and Google’s presentation of a new concept aimed at providing a privacy-preserving federated identity before third-party cookies are phased-out.

Change is constant in digital marketing but 2022 looks set to be a year where landmark shifts, including ID-less advertising and contextual targeting, will be formed. Three of RTB House’s in-house experts predict the huge changes on the horizon.

Six months ago, during IETF 111, Google engineers made it clear that they were approaching a new iteration of FLoC, which was related to site topics. Yesterday, they finally announced Topics API. The ad topics concept has also been explored by Meta engineers in their Ad Topic Hints proposal, which builds on user feedback to displayed ads. Also, the PAURAQUE proposal from NextRoll was proposed in such a way that users could define topics which are interesting for them and can be used for personalization.

In 2022, Google announced that Privacy Sandbox will be expanded to the in-app environment. Google’s Privacy Sandbox on Android, or simply the Android Privacy Sandbox, is a natural progression of Google’s broader privacy efforts. It’s designed to provide users with greater control over their data and privacy, while still giving marketers the tools they need to connect with users and sell their products.

This article will explain how the Android Privacy Sandbox works and what impact it will have on in-app marketing campaigns.

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

A year after the previous extension of the deadline for third-party cookies deprecation, Google did it again, this time until the second half of 2024 [Note: In April 2024, it was further postponed until early 2025]. At the same time, Google released two important pieces of information: The FLEDGE origin trial will most likely be extended until late October and will also cover Chrome stable users, and the feedback report for Q2, which is a result of the company’s commitments to the CMA.