Testing the Sandbox

After years of discussions and delays, the last six months have been busy ones for Google’s privacy sandbox, the APIs became stable in Q4 2023 and AdTech began testing two months ago after Google killed off Cookies for 1% of Chrome users & provided independent businesses with funds to help cover the costs of testing. 

Whilst Impact Media is very optimistic about the potential provided by privacy preserving technologies in advertising, the prevailing sentiment in the industry over the past 18 months has been quite negative so it was interesting to see in a recent Digiday article that many businesses are as upbeat as we are about the future:

Publicly listed exchanges like Magnite & PubMatic are both deeply involved in testing & whilst Magnite are going all in on testing PubMatic are taking a more cautious approach and recently highlighted that 80% of their inventory is available with alternatives to cookies.

Other businesses like Integral Ad Science (IAS) see the change as a big opportunity to expand their businesses via increased demand for their contextual & attention products.

At Impact Media we feel that the future of advertising in quality environments is reaching the correct audiences (defined by their on device behavior) in premium environments & then having a third party measuring the success of this through sales uplift testing or MMM studies. If you want to find out more, reach out here.