Protected Audience API

Sophia Cao, RTB House’s newly appointed director of private advertising advocacy, knows how to play nice in the sandbox – because, well, she used to work there.

In today’s newsletter: The CMA outlines plans to fix competitive concerns in Google’s Privacy Sandbox; media mix modeling’s comeback continues; Snap’s Q1 earnings illustrate its attribution-driven turnaround.

Google announces it’s delaying its self-imposed deadline to deprecate third-party cookies on Chrome for the third time.

Out of the 15 features bundled in the Privacy Sandbox, 12 have the potential to stifle ad tech innovation and disrupt advertising use cases. Let’s take a closer look at two of these features: Fenced Frames and IP Protection.

Privacy Sandbox’s Protected Audiences API causes increased latency, decreasing viewability and yield. Given these issues, publishers simply cannot afford to test PAAPI at scale.

In today’s newsletter: Can Etsy and Wayfair compete against Temu?; audience data dominates the TV upfronts; the FTC sues to block the Kroger/Albertsons deal.

As bold and ambitious as Privacy Sandbox is, it’s rolling out with a lot of confusion and ambiguity. And there’s plenty about the new paradigm that we don’t currently understand.

In short, does the Privacy Sandbox work? In the Tech Lab’s view: No. But whether these APIs work or not is a deceptively slippery question, because it depends on your definition of “work.”

Although Optable participated in the W3C Privacy Sandbox working groups and has been testing Sandbox API integrations for the past eight months, its early access program represents its first foray into running real campaigns.

The new version of header bidding software makes it easier to identify specific ad transactions, gives publishers more granular control over how they express user consent to downstream partners, and enables testing of Google’s Privacy Sandbox.