Addressability
August 7, 2024
What brands, retailers, and publishers have to say about the cookieless future
4 Min
The Privacy Sandbox is a set of APIs designed to safeguard key addressability functionality on Chrome without third-party cookies. With 63% of the world’s browser traffic coming from Chrome, the Privacy Sandbox is a key pillar of our addressability strategy.
As one of Google’s first (and largest) testing partners, our platform is already integrated with the Privacy Sandbox and scaled testing is well underway. Our work has focused on three primary APIs: Topics, Protected Audiences and Attribution Reporting.
To unlock expansive scale for their campaigns, brands and advertisers need to understand users’ interests without relying on site-to-site tracking. By assigning users to interest groups within the browser itself, the Topics API enables interest-based advertising at scale.
Building a granular custom audience for targeting has been a mainstay for advertisers for years—but it’s historically relied on third party cookies. In the cookieless age, the Protected Audience API aims to replicate this functionality without exposing an individual’s browsing habits. It also enables secure on-device ad auctions to activate these audiences.
Measurement has always been an essential component of running effective digital advertising campaigns. The Attribution Reporting API with Privacy Sandbox enables advertisers to measure conversions in a privacy-safe way.
In preparation for the CMA’s decision about Privacy Sandbox, we’ll be running, monitoring, and iterating on our testing to deliver the most accurate data for evaluation. Here’s what the first half of 2024 looks like for our team.
On January 4th, Google deprecated third-party cookies in Chrome for 1% of traffic in preparation for market testing.
Criteo runs tests while continuing to check setup, monitor population recruitment and iterate accordingly.
Format industry testing period begins, dedicated to collecting final data for CMA evaluation.
Multi-step review, analysis and compilation of results for the final report to the CMA, which will be delivered by June 15.
Want to learn more about life beyond the cookie? Get a grasp of the fundamentals with our dedicated resources.
What brands, retailers, and publishers have to say about the cookieless future
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