Criteo conducted tests on the Chrome Privacy Sandbox and found both good and bad news. The bad news is that if Google were to implement the current version of Privacy Sandbox, publishers would see a 60% decrease in ad revenue. However, the good news is that Privacy Sandbox could be a viable alternative if major modifications are made by Google. Criteo made specific requests to improve the API configuration in order to make the product more viable.
This contrasts with the view of the IAB Tech Lab, which found the Privacy Sandbox ineffective. However, Criteo believes in the concept and has dedicated resources to testing it since 2021. They recently conducted tests with a large sample size including advertisers, publishers, and ad impressions. The results showed a significant drop in revenue and increased ad load times when using Privacy Sandbox, along with potential advantages for Google’s advertising business.
Criteo recommends more rigorous testing by all parties in the online advertising ecosystem. They suggest that publishers and ad tech vendors participate to a greater extent. The industry has faced challenges due to delays in third-party cookie deactivation and the need for companies to adapt to new developer tools. Criteo rebuilt its entire advertising infrastructure to incorporate Privacy Sandbox.
Criteo hopes that Google will consider their feedback and make necessary changes to Privacy Sandbox APIs. Google has made changes in the past based on Criteo’s suggestions. Criteo’s proposed modifications focus on improving performance features, creating valuable audiences, preventing fraud, ensuring transparency, and making the implementation more organized. These changes aim to make Privacy Sandbox more suitable for the online advertising ecosystem.
Overall, Criteo believes that the current version of Privacy Sandbox is not ready for release due to its negative impact on ad revenue. They hope that Google will make the necessary modifications to ensure a more effective and efficient product that benefits all parties involved in online advertising.
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https://www.adexchanger.com/privacy/criteo-the-privacy-sandbox-is-not-ready-yet-but-could-be-if-google-makes-certain-changes-soon/