Privateness Sandbox Isn’t Passing The Check

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For years, publishers and advertisers have been urged to check, take a look at, take a look at cookieless options.

Now that 1% of Chrome site visitors is formally cookieless, publishers are lastly testing the Privateness Sandbox. And the outcomes will not be fairly.

When writer advert supervisor Mediavine did its Privateness Sandbox exams, latency skyrocketed and viewability plummeted, Yield from its advert impressions went down. Nonetheless, Amanda Martin, SVP of monetization and enterprise technique at Mediavine, is “pessimistically optimistic,” she instructed us.

In the course of the testing, when PAAPI, or the protected audiences API, wins the public sale, it takes an additional 1,500 milliseconds to load. Viewability averages 39% when most patrons demand at the least 70% viewability. With this setup, CPMs inevitably go down.

On this week’s podcast, we convey on Martin, who beforehand held an SVP function on the purchase facet on the company Goodway Group. She wrote a column for AdExchanger about her firm’s expertise testing the Privateness Sandbox and what the dismal early outcomes imply for publishers, patrons, and everybody else in advert tech.

Mediavine is sharing its outcomes with each the Privateness Sandbox crew and the CMA, the regulatory company that’s fielding business considerations and making the ultimate name on whether or not Chrome’s cookie elimination can proceed. Martin expects points round latency to enhance because the exams go on. They’ll’t get a lot worse.

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