Monday, February 26, 2024

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    ‘There is movement now’: Advertisers cautiously step into Google’s Chrome’s cookieless era with the Privacy Sandbox

    Marketers are lining up at Google’s Privacy Sandbox like kids at a mandatory broccoli buffet.

    Fail to act, and they risk losing their edge in competitiveness, compliance and effectiveness now that Google’s crackdown on third-party cookies in Chrome is underway. But diving into this sandbox means they’re in for a wild ride, with more questions than answers along the way. 

    For many performance advertisers, this is an uncomfortable new reality. Brand advertisers, on the other hand, find themselves at a crossroads. The Sandbox doesn’t just limit their reach across websites; it also hampers their ability to prevent ad fatigue among those who visit.

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