After months of testing, Google faces growing pressure to revamp the Privacy Sandbox

Six months after Google began phasing out third-party cookies in Chrome, the verdict on its alternatives is unchanged: they’re a financial wrecking ball for publishers and another lever for Google’s advertising dominance. The difference? There’s now even more proof to back it up.

Ad execs might be tempted to throw in the towel. Yet, many aren’t giving up. They’ve invested too much time, money, and effort in building tech for Google’s alternatives to let cynicism turn into apathy. Besides, it seems Google is at least extending them an olive branch — or rather a twig.

Consider this: Google hired an ad tech veteran to help with partnerships around its Privacy Sandbox the same month it delayed killing cookies for the third time in four years. If that doesn’t sway skeptics, Google is also working with the industry to establish a clearer timeline for the cookie phase-out. And, last but by no means least, ad tech execs are actually getting time with Google engineers — actual engineers — to talk about all things Sandbox.

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