Google Experiment Reassures Ad Tech Bros That They’ll Be Just Fine After Chrome's Cookies Are Gone
party cookies, which makes Google Chrome look like spyware in comparison.Google’s solution makes just about everyone unhappy. Privacy advocates say it’s not private enough, ad tech companies say it’sprivate, and governments have raised antitrust concerns. Google says that the finger pointing from all sides is a sign the company is doing things right. Google needs buy-in from everybody for this plan to work.
Advertising technology is complicated enough without a bunch of numbers thrown in, but the high level view of the experiment is fairly simple. If your ad tech can produce similar results in a way that improves people’s privacy, that’s great. Even better, the test indicates that these new privacy preserving technologies might be a little more efficient. If advertisers spent 2-7% less but only saw a 1-3% dip in their results, that means they’re getting more for their money.
That’s a problem Google is well aware of, and it’s one the company needs to solve in order to maintain its vice grip on the advertising business. If other companies have tools that work better, they’ll spend their money elsewhere. That’s a battle that will shake out in the years to come, as Google finally rolls out its changes and the sea of ad tech companies compete to be the most dominant alternative. So far, Google hasn’t shared anything about how it will fight back.
Google said it has additional experiments in the works to test other aspects of Privacy Sandbox, including the Flash API and the Attribution Reporting API. Taylor said Google will release results from those tests later this year.“We think together that will paint a more holistic picture on how each of these new technologies will drive results for marketers, monetization for publishers and keep people’s information more private,” Taylor said.
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