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    Media Briefing: Here are the Privacy Sandbox proposals publishers are prioritizing in early tests

    Google has officially started deprecating the third-party cookie from its Chrome browser, starting with 1% of its audience this month. And by doing so, it’s enabling advertising and media folks to start playing around with the Privacy Sandbox in a browser unencumbered by third-party cookies in the hopes that it will be a suitable replacement for 1-1 tracking that they’ve become accustomed to.

    The Privacy Sandbox is composed of dozens of proposals that are meant to be tested and debated amongst the stakeholders within the digital advertising ecosystem, and only after scaled adoption do they become “web standards,” according to Google’s Privacy Sandbox explainer. But not all of the proposals are worth the time and effort of experimentation, according to publishers.

    This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.

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