Google's Privacy Sandbox represents significant challenges for marketers

10/10/2023 | MediaPost

The advertising industry is witnessing a significant departure from how it works today as Google changes its ad targeting practices to improve consumer privacy. However, understanding the complex process of serving ads is still a significant challenge, according to the CEO of IAB Tech Lab, Anthony Katsur. Google's Privacy Sandbox moves the auction into the browser, which is unprecedented. The lack of industry preparedness is a major concern, as are the implications for impression counting and attribution. 

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