AdExchanger’s Post

Criteo yesterday gave some feedback on their Privacy Sandbox testing. They are one of the companies testing the most intensive and already started testing in the early phase of the Privacy Sandbox. "If Google were to shut off third-party cookies today and implement the current version of the Privacy Sandbox, publishers would see their ad revenue on Chrome tank by around 60% on average." "Criteo also observed a more than 100% increase in load time for ads rendered on Sandbox traffic." "Privacy Sandbox creates an enormous advantage for Google’s advertising business, including putting Google Ad Manager in a position to boost its market share from 23% to 83%." Those results are pretty alarming. IAB Techlab yesterday released a second version of their Fit Gap Analysis showing some changes but still many major usecases not being supported in the future. I think there remains a lot to do and improve. Otherwise it is pretty hard to really scale that setup. See Criteos detailled feedback here: https://lnkd.in/eMER-RnV

🙄 Google has DELAYED the deprecation of third-party cookies in Chrome for the THIRD time. Why? Google says that the delay is necessary because of industry and regulatory pressure. The UK Competition and Markets Authority is investigating Google's Privacy Sandbox, which is a set of tools that Google is developing to replace third-party cookies. The CMA is concerned that the Privacy Sandbox could give Google an unfair advantage in the advertising market. Some industry executives are also concerned that the Privacy Sandbox is not yet ready for widespread use. They say that the APIs in the Privacy Sandbox are not powerful enough to support all of the use cases that are necessary for digital advertising. Google says that it is committed to developing a privacy-preserving solution for online advertising. However, it is clear that there is still a lot of work to be done before such a solution is ready. Read more in the article: https://lnkd.in/enDbrs-2 #programmatic #adtech #cookies

Criteo's testing of Google's Privacy Sandbox raises concerns about publisher revenue: Criteo's market testing of Google's Privacy Sandbox raises concerns about its effectiveness due to potential publisher revenue decline and a competitive advantage for Google.

Another interesting test of Google "Privacy Sandbox" with similar results to the Criteo test that Pesach Lattin wrote about last week. "[W]e’ve observed a 33% decline in CPMs on Sandbox-enabled impressions compared to impressions where a third-party cookie was present. This compares to 36% lower CPMs in impressions without both Sandbox and cookies. So, while the Sandbox APIs did help (+3%), they’re not closing the gap enough..." Maybe "the purpose of a system is what it does," and Google's project is really just working. If a person has both a website and a YouTube channel, and Google Chrome makes ad revenue go down on the website while staying flat on the YouTube channel, then they start doing less content for the web and more content for YouTube...which is, by now, a much bigger part of Google's business than "open web" ads are. (Imagine that the Google Chrome developers had built an in-browser ad system that made the average site's ad revenue go up, and YouTube's ad revenue go down. Would Google management have let them release it?)

A very interesting report from Criteo and the impact of Privacy Sandbox on publishers. You know - the guys who actually create the content of the open web that Google seems to be doing it's level best to "close" with their never ending plans. In summary: At the very least 5% loss. Which apparently is fine - to just lop off 5% of ever decreasing yield. Tie this to the GSE AI restricting (potentially 96% of) traffic and the 10% loss of the 1% already deprecated and it's a field of roses for publishers. Said no one. Ever. Except Google.

🍪❌Testing of Google Privacy Sandbox is already started on 1% of the population As one of the Google main partners on the project, we have started early stage testing and we aim at analyzing the changes this new tracking methodology brings in terms of ROAS and CPM, respectively for our advertisers and publishers. More details on the timeline from our CPO 👇🏼 #addressability #cookieless

Why is everyone obsessed with making Google's Privacy Sandbox successful? Criteo found that "the Privacy Sandbox creates an enormous advantage for Google’s advertising business, including putting Google Ad Manager in a position to boost its market share from 23% to 83%." And as if to be a consolation prize, Todd Parsons offered, "... one thing that would help level the playing field at least somewhat, however, is if everyone in the online ad ecosystem, including publishers and other ad tech vendors, would engage in more rigorous testing." Folks ... the digital advertising industry needs an independent personal data security system that, without conflict, protects the interests of publishers, advertisers and consumers. It is in no one's best interests to adopt privacy-enhancing technologies from organizations that profit from processing personal data. Period.

Google: I run the Internet (they do, ~60% of the Internet flows via Chrome) Regulators: Hold-on, this is a monopoly, give me ~$XXXB fine. Google: LOL, here take it. Regulators: But user privacy is fundamental right. Google: Yes, but cookies will be eliminated. Regulators: Nice! come up with alternative, we cant do shit, you run the Internet. Google: here is the solution. Regulators: But this even more monopolistic. Google: O Shit! Regulators: O Shit!

Attention network! 📢 Our latest post on the Criteo blog is a must-read for anyone interested in the cookieless future. 🍪 Find out more about our Google Privacy Sandbox testing timeline, and why scale is crucial for achieving meaningful results. Check out the full article here: https://lnkd.in/dhQK8gx4 #Criteo #GooglePrivacySandbox

Google Won’t Pull Cookies In 2024 after all... Third-party cookie deprecation truly is a tale of “The Boy Who Cried Wolf”. After twice delaying its self-imposed deadline to drop cookies on Chrome, Google announced on Tuesday that it will push its cookie deprecation deadline for the third time – after promising it wouldn’t. In an official statement, Google says the UK Competition and Markets Authority (CMA), the antitrust regulator keeping close tabs on the Chrome Privacy Sandbox, needs “sufficient time to review all evidence including results from industry tests.” ...or maybe it's so Google can make more progress on their #retailmedia offering? #conspiracy #rumours #google #cookies #thirdpartycookies #1PD #3PD #advertising #programmatic #marketing #adtech #martech #data #CDP #cleanroom #trademarketing #shoppermarketing #ppc #chrome #cookiedeprecation https://lnkd.in/gczhcpG2