{"id":7077,"date":"2024-04-02T18:50:08","date_gmt":"2024-04-02T18:50:08","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/digital-advertising-braces-for-signal-loss-and-privacy-sandbox\/"},"modified":"2024-04-02T18:50:08","modified_gmt":"2024-04-02T18:50:08","slug":"digital-advertising-braces-for-signal-loss-and-privacy-sandbox","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/digital-advertising-braces-for-signal-loss-and-privacy-sandbox\/","title":{"rendered":"Digital advertising braces for signal loss and Privacy Sandbox"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Two years ago, IAB CEO David Cohen called the situation adtech faced <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/addressability-is-a-slow-motion-train-wreck-says-iab-ceo\/\" target=\"_blank\">a \u201cslow-motion train wreck.\u201d<\/a> Last week, IAB Tech Lab CEO Anthony Katsur called for a \u201cGreat Reset\u201d to prepare those in the digital advertising industry for changes to how marketers identify targets and measure campaigns.<\/p>\n<p>\u201cWhether it\u2019s the cookie, the device ID, the IP address, 2024 is the year of accelerated signal loss,\u201d said Katsur at \u201cAs the Cookie Crumbles,\u201d a New York event hosted by IAB Tech Lab dedicated to helping maintain addressability and privacy across the adtech ecosystem.<\/p>\n<p><strong>Why we care. <\/strong>With the phaseout of third-party cookies in its Chrome browser, adtech giant Google launched Privacy Sandbox to establish new privacy protocols and privacy-preserving APIs for digital advertisers. Adtech businesses now have to adjust to this and figure out how to deliver addressability while remaining compliant with new privacy regulations and practices. Seven more states have passed privacy legislation this year, adding to the patchwork data regulations spreading across the U.S. Some of these new laws are enforceable as early as January 2025.<\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p><strong>One issue at a time.<\/strong> \u201cIn the \u2018Great Reset\u2019 we need to reset our thinking about identity, addressability and data security, in a privacy-first manner, and become a more regulated ecosystem coupled with signal loss,\u201d said Katsur.<\/p>\n<p>The new thinking addresses signal loss, the Privacy Sandbox and new privacy regulations as individual, through related, problems to solve.<\/p>\n<p>\u201cCookie deprecation and Privacy Sandbox are two distinct events,\u201d Katsur explained. \u201cWe as an industry have conflated those as one.\u201d<\/p>\n<p><strong>Cookie deprecation.<\/strong> At the beginning of the year, Google restricted third-party cookie capabilities<a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/google-has-started-phasing-out-third-party-cookies\/\" target=\"_blank\"> for 1% of its Chrome users<\/a>. The elimination of cookies for the rest of its users is slated for 3Q, <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/google-is-allowing-select-sites-to-delay-phase-out-of-third-party-cookies\/\" target=\"_blank\">with some qualifications and delays<\/a> through the end of the year.<\/p>\n<p>Marketers can compensate for this signal loss and maintain addressability and measurement by adopting any number of options Katsur identified, including:<\/p>\n<p><strong>Privacy Sandbox.<\/strong> Google\u2019s Privacy Sandbox initiative was a significant step in preparing the ad ecosystem for new privacy protocols. After it opened for testing earlier this year, IAB <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/iab-slams-google-privacy-sandbox\/\" target=\"_blank\">released a scathing assessment<\/a>. Industry groups like IAB, as well as adtech businesses, remain skeptical about Google\u2019s intentions as an adtech competitor. The company is being closely monitored in Europe by the U.K.\u2019s Competition and Markets Authority (CMA).<\/p>\n<p>\u201cThe Privacy Sandbox, at its core, represents the introduction of an SSP and an ad server in the Chrome browser,\u201d said Katsur. \u201cMake no mistake, Chrome is in the adtech game now. This is unprecedented in our ecosystem and represents a radical change to how advertising is transacted. Everyone is impacted by this change.\u201d<\/p>\n<p><strong>Hard work in the Sandbox.<\/strong> Adtech companies using the Privacy Sandbox have faced challenges adjusting their business models and workflows to new protocols.<\/p>\n<p>\u201cI tend to think of Privacy Sandbox as a privacy model primarily, and an adtech model as a secondary function of that,\u201d said Joshua Prismon, chief architect for digital ad marketplace Index Exchange\u00a0 \u201cAnd because of that, there\u2019s an amount of complexity that you have to navigate because there are rules in terms of communications and what you can disclose that have a knock-on impact in the ways we did business in the past.\u201d<\/p>\n<p>Prismon also cited difficulties debugging new processes because of the lack of visibility into Chrome.<\/p>\n<p>Adtech company Dstillery has been reluctant to invest more time than necessary in some Privacy Sandbox protocols unless more of the industry follows suit.<\/p>\n<p>\u201cWe\u2019ve made strong commitments internally to the Attribution Reporting API because that really fits with what we\u2019re doing, and we\u2019re taking a wait-and-see on doing what we can to support the advancement of things like Protected Audiences, but not making big commitments on it,\u201d said Brian May, Dstillery\u2019s principal engineer.<\/p>\n<p><strong>More to come from Google.<\/strong> \u201cWe do want to engage with the ecosystem,\u201d said Amit Varia, director of product management at Google. \u201cWe\u2019ve heard from the ecosystem on how we can improve our documentation and keep it more up-to-date. We\u2019ll have more coming out in the coming weeks to continue to help the ecosystem at scale prepare for how to best use the APIs, as well as what to do to build a more private internet.\u201d<\/p>\n<p>\u201cWhile the cookie does in fact power myriad use cases across the industry, this is about gaining a fundamental understanding of how the privacy sandbox functions and which use cases are supported to determine how the industry can continue operations in a world without cookies,\u201d Katsur said.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow\" href=\"https:\/\/martech.org\/what-googles-privacy-sandbox-means-for-the-app-ecosystem\/\"><strong><em>What Google\u2019s Privacy Sandbox means for the app ecosystem<\/em><\/strong><\/a><\/p>\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/digital-advertising-braces-for-signal-loss-and-privacy-sandbox\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Two years ago, IAB CEO David Cohen called the situation adtech faced a \u201cslow-motion train wreck.\u201d Last week, IAB Tech Lab CEO Anthony Katsur called for a \u201cGreat Reset\u201d to prepare those in the digital advertising industry for changes to how marketers identify targets and measure campaigns. \u201cWhether it\u2019s the cookie, the device ID, the [&hellip;]<\/p>","protected":false},"author":3,"featured_media":7078,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-7077","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - 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