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The Current
Feb 7, 2024
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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.
Owens says the IAB Tech Lab findings are an attempt to “hold Google accountable, to say, ‘Build something that’s going to work for all ad exchanges, all DSPs [demand-side platforms], all tech companies that don’t have their own browser,’” she adds.
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