By Gowthaman Ragothaman, CEO at Aqilliz
Google, in a recent blogpost, shared their updated timeline for their Privacy Sandbox milestones, including a fresh set of dates on phasing out the third-party cookie. Launched by Chrome in 2019, the Privacy Sandbox is supposed to be a collaborative, open-source effort to develop a new set of standards in the form of web standards to define an Open Web Platform that replaces legacy and data-intensive mechanisms with safer solutions that protect the consumer's privacy.
It is important to note that the Privacy Sandbox initiative covers preventing covert tracking, verify consumer’s authenticity, show relevant content and advertising, and more importantly, measure digital ads in an anonymized way. A very tall order.
Despite offering more than 30 proposals along with an active engagement with all the industry bodies across brands, platforms, and publishers, the reality is that the Privacy Sandbox failed to reach admissible consensus from the industry for total deployment. And this falls across two broad areas.
Privacy Sandbox needs more work to gain industry acceptance and adoption. It requires more discussion, more testing to be ready for scaled-up adoption. This is also now linked to satisfactory clearance from the CMA before anything can be rolled out.
What does this mean for the industry?
The industry must take this opportunity, to prepare itself well. The objectives of the Privacy Sandbox cannot be faulted. It is just that the path to get there requires more collaboration and consultation. Should Google prefer to avoid the same mistakes once again and accelerate the rollout, in my view, they have two steps to take.
We now have 24 months to do this properly. In partnership with Google.