Mediavine

At Tuesday’s Prebid Summit, a panel of publisher and pub tech execs shared tips for how publishers can get the most out their flooring strategies.

By reversing its position on third-party cookie deprecation, Google’s is acknowledging its inability to effectively execute its plans for the Privacy Sandbox. It’s time Google commits to competing with the rest of the industry rather than dictating terms. 

If Chrome imitates Apple, there may be a de facto deprecation of the third-party cookies, since potentially only a slim percentage of users would consent to tracking. In that case, advertisers would still have to primarily rely on cookie alternatives, including the Privacy Sandbox.

Since launch, 82% of advertisers that buy inventory through the Yahoo DSP have tried Backstage at least once. And buyers are seeing lower CPMs from cutting out SSPs.

Even if the industry finds a way to replace the cookie, it won’t matter if publishers no longer have traffic to monetize.

The delay is an acknowledgment by Google that efforts to prepare its cookie alternative will take longer than its proposed deadline allows, which shouldn’t be a huge surprise to those actively participating in testing.

It’s not that publishers aren’t keen to do their part to reduce media-related carbon emissions; they just don’t want to make changes without understanding the impact on their revenue.

Buyers will soon have far more transparency into video ad inventory sold through Google’s platform. But some publishers and video platforms have concerns.

Publishers and online video platforms that rely on accompanying content video ads could see their revenue drop after Google AdX’s April 1 update.

Privacy Sandbox’s Protected Audiences API causes increased latency, decreasing viewability and yield. Given these issues, publishers simply cannot afford to test PAAPI at scale.