Since the implementation of iOS 14.5, Apple IDFA has significantly affected ad targeting among social media platforms. It results in eliminating 3rd party data tracking with users opting out of such service. Google introduced the privacy sandbox as a solution to removing tracking cookies. Today, Google expands the testing period of its privacy sandbox.
Google’s privacy sandbox uses predictive targeting insights as an alternative to 3rd party cookies. It has been in trial version since January of this year. The platform aims to refine the design based on inputs from developers, marketers, publishers, and regulators. As recommended, Google needs new technologies to enhance its privacy sandbox further. That is why the platform announces the expansion of its testing period until 2023. Google expects the global launch of its privacy sandbox in the 3rd quarter of 20223. By that time, the platform will eliminate all 3rd party cookies.
Google expands the testing period of its privacy sandbox on 27 July 2022.
Implications to Marketers:
As Google expands the testing period of its privacy sandbox, it gives marketers ample time to get familiar with the alternative in making effective ads and campaigns. Without 3rd party cookies, brands can still gain success through cross-site tracking and privacy-preserving technologies.
Reference: https://blog.google/products/chrome/update-testing-privacy-sandbox-web/
