A new report from IAB Tech Lab highlights the shortcomings of Privacy Sandbox, an initiative led by Google following its decision to deprecate third-party cookies from its Chrome browser. The IAB Tech Lab conducted an in-depth analysis of the Privacy Sandbox with a task force of other ad-tech players across 65 companies over six months.
Released on Feb. 6, the report declares: “In its current form, the Privacy Sandbox may limit the industry’s ability to deliver relevant, effective advertising, placing smaller media companies and brands at a significant competitive disadvantage. The stringent requirements could throttle their ability to compete, ultimately impacting the industry’s growth.”
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