The Privacy Sandbox’s road to industrywide support hit another roadblock Tuesday.
The crux of the IAB Tech Lab’s 106-page analysis focuses on the ways Google-backed cookie alternative Privacy Sandbox does not support many functions enabled by the current, cookie-supported, ad-tech ecosystem, specifically calling out its lack of support in measurement, brand safety and preserving commercial deals.
While these are legitimate industry grievances, some believe that the analysis might let perfect be the enemy of good, raising so many critiques with one of the leading cookie replacement solutions that the industry cannot progress toward a privacy-focused era of digital advertising before time runs out later this year.
“Some of the [report’s] complaints seem like they come straight from ad-tech companies that a) will see their businesses significantly damaged by cookie deprecation and Privacy Sandbox and b) probably deserve it because they don’t really protect user privacy at all,” said Shiv Gupta, founder of...
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