Publishers Will Innovate Away from Google's Privacy Sandbox
Google continues to show that they live in a different version of reality than the companies working in the open web. After their first attempt at a new privacy sandbox, PIGIN, they recently introduced TURTLEDOVE. The specs describe an API where the browser stores the advertiser’s interpretation of a user’s interests, rather than the advertiser storing it. In this case, interest data is generated and remains local on the browser.
TURTLEDOVE is designed to let advertisers target against those interests without being able to take that data and combine it with other information. This would keep the data potentially safer than if it were sent through current digital advertising channels, but brands wouldn’t own it and couldn’t do anything with it.
This solution offers too little, too late.
Perhaps Google hasn’t noticed the hundreds of new innovations to replace third-party data due to mounting privacy regulations. Or maybe they’re not noticing how many brands are building up their own first- and second-party data strategies. Or, it could be that Google doesn’t notice the increase in PMP and preferred guaranteed deals (which will only gain speed as OTT enters the fray), which effectively decrease the value of the open exchange.
Google claims to want to preserve targeted advertising while also increasing consumer privacy, but is neglecting to notice how the market is actually going to work in two years.
Edwin Fu is the Founder and CEO of Placements.io. He founded Placements.io to help empower media sellers to take control of their monetization, inventory, and operations through true technology. Previously, Edwin worked for Salesforce.com and Accenture where he focused on CRM and enterprise software. Edwin holds a BA from the University of California, Los Angeles.