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Google is disputing claims made about Privacy Sandbox by an IAB Tech Lab report.
The Privacy Sandbox might make it harder for the marketing industry to show effective ads and could put smaller brands and media companies at a big disadvantage, according to the study.
Google responded by stating that the report contains “many inaccuracies” and “ignores” the broader goal of the Privacy Sandbox, which is to improve user privacy while still enabling effective digital advertising.
Why we care. If Privacy Sandbox disadvantages smaller businesses as the report suggests, exploring alternative solutions might be worthwhile ahead of the deprecation of third-party cookies.
What the IAB Tech Lab is saying. The report, titled Fit Gap Analysis for Digital Advertising, stated that:
Corrections. Google criticized the report, citing numerous inaccuracies and misunderstandings. The clarifications provided by Google can be categorized into four areas (refer to the bullet points below for the exact wording).:
Despite accusing the report of containing false information, Google said that it would welcome additional feature requests and possible improvement suggestions from the IAB Tech Lab.
What Google is saying. Google said in a statement:
Moving forward. Google confirmed it plans to continue with its plans to phase out third-party cookies later this year, subject to addressing concerns raised by the UK Competition and Markets Authority.
What is the IAB Tech Lab? The IAB Tech Lab is a nonprofit consortium uniting global stakeholders in digital media. It focuses on developing technology and standards to improve growth and trust. Key areas of concern include brand safety, ad fraud, identity, data and consumer privacy, ad experiences, and programmatic effectiveness.
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Deep dive. Read Google’s response in full for more information.
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