Marketers are on the brink of a new dawn as the media industry's biggest companies prepare to phase out third-party cookies, the cornerstone of their $600 billion online media business, in Google Chrome.
This isn't exactly “news”, as nearly every company in the space has touted intense preparation for the past four years, but there are some (low-key) However, there is widespread anxiety.
Privacy Sandbox makes it completely unclear who the other person is
Speaking to Digiday ahead of the IAB's major annual leadership conference this week, IAB Tech Lab CEO Anthony Catur discussed how the standards body will lead the field through the crisis in the year ahead. I explained how I intend to manage it.
As the IAB Tech Lab prepares to publish its Privacy Sandbox analysis early next month, a project that has gathered input from more than 60 companies over several months, Kasur outlined some of the issues he hopes to address. Outlined.
He said there are “unanswered questions about what important use cases the Privacy Sandbox will support, and there are still many voters who don't know how it will work.” “Because if you think about it, it's not just a cookie replacement. What Google Chrome built is essentially an SSP. [supply-side platform] Then connect the ad server to your browser. ”
Contact Google to improve documentation
This is a massive paradigm shift, and many in the field are asking the most fundamental question: “How in the world does it work?”
“Documentation has been difficult, to say the least. It's kind of a dead end to understand how a particular use case can be met,” Katzuru explains, noting that some key points It added that it is lobbying Google to clarify the questions.
“The challenge is that the technical specifications are generally confusing, incomplete in places, and lack important details about data limits, transmission guarantees, data size limits, latency, performance mechanics, etc.”
Stakeholders in this space can use our documentation on key elements of the Privacy Sandbox, including Protected Audiences (previously known as FLEDGE), topics, attribution reporting, and privacy state tokens, to You need to be clear about where to find relevant information, which can be difficult to find.
“Some of the feedback we give Google is that the industry needs more complete documentation and there are fewer places to get it,” Katzuru added. “Right now, you have to go through the sandbox Github repository, PrivacySandbox.com, DeveloperChrome.com. It's all over the place.”
Rethinking legal partnerships and responsibilities
Meanwhile, these seismic shifts in the sector require a reconfiguration of the industry's value chain, and the IAB Tech Lab aims to clarify this restructuring to its members in the coming months.
“Historically, the relationship between party and counterparty has been clear, right? There are DSPs that have relationships with SSPs, and SSPs have relationships with publishers,” Katzuru explains, noting that companies have to adapt to the ongoing paradigm. He noted the need to understand how the shift changes the way we connect with the rest of the industry.
“While these relationships are governed by explicit contracts between DSPs and SSPs that cover sequential liability and non-compliance thresholds, data rights, etc., the privacy sandbox does not care who the other party is. It’s clear.”
In Katar's assessment, the fact that Privacy Sandbox essentially bundles ad servers and SSPs into the Google Chrome browser requires parties to re-evaluate their responsibilities. “People need to ask themselves, 'Who am I signing?' That's completely unclear to the industry! ”
IAB's ALM will be held January 28-30. DIGIDAY reports from the show floor.
