Home The Big Story Privacy Sandbox Isn’t Passing The Test

Privacy Sandbox Isn’t Passing The Test

SHARE:

For years, publishers and advertisers have been urged to test, test, test cookieless solutions.

Now that 1% of Chrome traffic is officially cookieless, publishers are finally testing the Privacy Sandbox. And the results are not pretty.

When publisher ad manager Mediavine did its Privacy Sandbox tests, latency skyrocketed and viewability plummeted, Yield from its ad impressions went down. Still, Amanda Martin, SVP of monetization and business strategy at Mediavine, is “pessimistically optimistic,” she told us.

During the testing, when PAAPI, or the protected audiences API, wins the auction, it takes an extra 1,500 milliseconds to load. Viewability averages 39% when most buyers demand at least 70% viewability. With this setup, CPMs inevitably go down.

On this week’s podcast, we bring on Martin, who previously held an SVP role on the buy side at the agency Goodway Group. She wrote a column for AdExchanger about her company’s experience testing the Privacy Sandbox and what the dismal early results mean for publishers, buyers, and everyone else in ad tech.

Mediavine is sharing its results with both the Privacy Sandbox team and the CMA, the regulatory agency that is fielding industry concerns and making the final call on whether Chrome’s cookie removal can proceed. Martin expects issues around latency to improve as the tests go on. They can’t get much worse.

Must Read

Why Vodafone Is Giving Out Grades For Its Creative

One way to get a handle on your brand creative is to, well, grade your homework, according to Anne Stilling, Vodafone’s global director of brands and media.

Inside The Fall Of Oracle’s Advertising Business

By now, the industry is well aware that Oracle, once the most prominent advertising data seller in market, will shut down its advertising division. What’s behind the ignominious end of Oracle Advertising?

Forget about asking for permission to collect cookies. Google will have to ask for permission to not collect them.

Criteo: The Privacy Sandbox Is NOT Ready Yet, But Could Be If Google Makes Certain Changes Soon

If Google were to shut off third-party cookies today and implement the current version of the Privacy Sandbox, publishers would see their ad revenue on Chrome tank by around 60% on average.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Platforms Are Autogenerating Creative – And It’s Going To Be Terrible

This week, we’re diving into the most important thing in advertising – the actual creative – and how major ad platforms are well on their way to an era of creative innovation. Actually, strike that. I meant creative desolation.

Comic: TFW Disney+ Goes AVOD

Disney Expands Its Audience Graph And Clean Room Tech Beyond The US

Disney expands its audience graph and clean room tech to Latin America, marking the first time it will be available outside the US. The announcement precedes this week’s launch of Disney+ with ads in Latin America.

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.