The fact that other ad-tech firms are testing Privacy Sandbox means that the buy side can still test even if DV360 is not making it easy.
But it’s a discouraging sign for the efficacy of Privacy Sandbox that DV360 is making it hard to test the technology of its parent company, said Robert Webster, global vice president of strategy at CvE, whose brand clients are working to test Privacy Sandbox with Adform.
“It is bad [that] Google’s own can’t test,” Webster said. “Privacy Sandbox is just a smokescreen; a subpar tool for other companies to use.”
A struggle for all DSPs
To be fair, the collection of solutions in Privacy Sandbox, to some extent, represents a new paradigm for how digital advertising works, especially the Protected Audience API, where ad auctions happen on a browser and not the ad server.
DSP RTB House is deploying over 60 employees to test Privacy Sandbox, Digiday reported. Reflecting the large technical lift required for ad-tech firms to test Privacy Sandbox, Google’s testing grants to publishers were as large as $5 million, Digiday reported separately.
Another major DSP, The Trade Desk, says it will test Privacy Sandbox, although CEO Jeff Green called the suite of tools “not innovative.”
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