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

    With Google officially starting to deprecate third-party cookies in its Chrome browser last month, advertisers, publishers and ad tech firms have been trying to understand how Google’s Privacy Sandbox will help them mitigate any negative impacts from the cookie’s demise. But they can’t do that work in a silo — which is why the need for end-to-end testing was a major emphasis among the industry executives who attended the Interactive Advertising Bureau’s Annual Leadership Meeting this week.

    “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.

    The way for companies to sort out to what extent Privacy Sandbox proposals work throughout the marketplace is to test them throughout the programmatic supply chain. 

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