Overview & Update from the Privacy Sandbox
Hanne Tuomisto-Inch – Director of Privacy and Chrome Partnerships EMEA, Privacy Sandbox
A presentation about the Privacy Sandbox demonstrated how it is working with the ecosystem to accelerate a new era of online privacy. This initiative is important because a customer’s positive privacy experience can increase brand preference, ad effectiveness and brand retention.
Among the topics discussed by Hanne were key application programming interfaces (APIs) that would enable marketing goals to be met while providing user privacy. Topics API enables interest-based prospecting, Protected Audience API allows for remarketing through anonymized custom audiences and Attribution Reporting API facilitates privacy-first campaign measurement.
A NextRoll case study demonstrated the successful implementation of the Privacy Sandbox technologies. The testing revealed that digital advertising can be effective without third-party (3P) cookies, uncovered opportunities to fine-tune the technology and laid the groundwork for broader performance testing and increased supply partner adoption.
Panel Discussion: Strategies and Insights in a New Era of Online Privacy
Matthew McIntyre – SVP Product Strategy (Activation), Choreograph
Aislinn Ryan – Global Head of Supply Platforms & Strategy, NextRoll
Moderator: Hanne Tuomisto-Inch – Director of Privacy and Chrome Partnerships EMEA, Privacy Sandbox
A panel led by Hanne discussed how the Privacy Sandbox APIs fit into the strategies of the panelists, and Matthew and Aislinn provided details about their testing experiences. The participants agreed that evolution of the digital advertising ecosystem is creating massive opportunities as well as providing a reflection point to consider what personalization means for marketers and for consumers. Aislinn pointed out that retargeting is not going away but it will involve targeting interest groups. Matthew stressed the importance of early testing so that the industry is prepared to rely on new signals.
Key Takeaways:
- The digital advertising ecosystem is evolving with privacy-first solutions, emphasizing the need for proactive testing and adoption of new technologies.
- Industry-wide collaboration is essential for success.
- Marketers should assess their privacy readiness by evaluating exposure to 3P cookies, while developing first-party data strategies and ensuring compliance with evolving regulations.
- Every advertiser and agency should formulate a transition plan with their ad tech partners to address campaign targeting and measurement.
- Advertisers, agencies and ad tech providers are encouraged to test cookieless technologies now in order to provide feedback, influence technological developments and ensure effectiveness.