‘It’s dead’: Publisher confessions on the future of Google’s Privacy Sandbox

While Google insists Privacy Sandbox is still moving forward, publishers say the writing’s on the wall: with little incentive left to support it, the Privacy Sandbox is effectively dead.

While no one is celebrating the slow fade of a product that once carried such well-meaning intent, there’s a quiet sense of relief that CPMs won’t be falling off a cliff any time soon. 

Google has said publicly that for now, it will continue with Sandbox, but Digiday asked a range of publishers about their thoughts on its future, and the consensus was that without the incentive of Google deprecating third-party cookies, there isn’t much point. 

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