Google announced at the end of July that they intend to begin phasing out third-party cookies for their Chrome browser in the second half of 2024. As a potential solution, Google launched an initiative in 2019 called Privacy Sandbox for the web.
Since the very beginning of this initiative, Criteo has been an active participant in various testing phases of its Privacy Sandbox, including the first “Origin Trial” in 2021. During this first trial, we shared our feedback on the FLoC API, which was eventually discarded by Google, on July 13, 2021.
In 2022, Google launched a new series of Origin Trials across various Privacy Sandbox proposals. As a leading provider of performance-based ad technology solutions for media owners and marketers, Criteo is committed to testing the proposals that might support open web advertising core functions including:
- audience building and targeting, with FLEDGE and Topics APIs;
- attribution and measurement, with the Attribution Reporting API.
Our objective is to test Google’s Privacy Sandbox to measure and maximize the value delivered to advertisers and publishers. We will quantify the utility of the APIs in comparison to the status quo solutions powered by third-party cookies. For each API we will rigorously study the foreseeable impacts on publishers and advertisers, share factual results, and provide recommendations to help improve the proposals and shape the success of the Privacy Sandbox.
Posted on: Wednesday 7 December 2022
