Google’s Privateness Sandbox APIs grew to become typically out there for almost all of Chrome customers in early September, which suggests entrepreneurs want to start out really utilizing them.
However the trade nonetheless has lingering questions on Google’s long-hyped alternative for third-party cookies in Chrome and the way these APIs will operate in apply.
Alex Cone, product supervisor for the Privateness Sandbox, addressed a few of these queries throughout AdExchanger’s Programmatic IO occasion in New York Metropolis final week in an “ask me something” session moderated by sell-side marketing consultant Scott Messer.
Listed below are a few of Cone’s most illuminating responses.
What’s the timeline for cookie deprecation?
In Q1 of 2024, Google will deactivate third-party cookies for 1% of Chrome visitors and “maintain there,” Cone mentioned. This may permit testing of the Privateness Sandbox in opposition to cookieless visitors throughout the first half of 2024.
Then, within the second half of subsequent yr, Google will start a gradual ramp-up of cookie deprecation with the intention of ultimately disabling cookies for 100% of Chrome visitors, Cone mentioned. He didn’t specify when Google expects to totally full cookie deprecation in Chrome.
What are Protected Audiences?
The Protected Audiences API (or PAAPI, as Messer referred to it) permits websites to compile person impressions related to a specific occasion (like clicks) right into a phase for focused promoting, Cone mentioned.
PAAPI (guess we’re going with that now) was beforehand referred to as the FLEDGE API till Google modified the identify in April – nevertheless it’s the identical tech beneath the hood. There’s, nevertheless, nonetheless some disagreement inside Google about whether or not the API must be known as “Protected Audiences” (plural) or “Protected Viewers” (singular), Cone added.
As if the Privateness Sandbox’s discontinued fowl names weren’t ridiculous sufficient – now we’re quibbling over the location of an “s.”
Do patrons bid on Protected Audiences by means of Prebid?
No. The bidding logic for the Protected Audiences API runs contained in the Chrome browser, Cone mentioned.
In distinction, Prebid’s bidding logic runs inside a client-side advert server and entails a server-to-server connection, reasonably than inside the browser.
Nonetheless, utilizing the Protected Audiences API doesn’t preclude publishers from working their standard Open RTB public sale, Cone mentioned.
Can publishers run a number of Protected Audiences auctions without delay, together with one public sale for Google Advert Supervisor and different auctions for SSPs?
Sure. Google refers to such auctions as “multi-seller part auctions.”
“You are able to do successfully the identical factor that you simply do immediately, which is have a number of sellers representing you as a writer,” Cone mentioned. “When you’re working with a bunch of SSPs, they’ll all name out to patrons they’re related to in Protected Viewers. They will rating adverts and do what they do from an SSP standpoint.”
The Protected Audiences API additionally contains top-level vendor scoring logic, which permits publishers to run a first-price public sale through which the best bidder amongst its a number of sellers wins the impression, Cone mentioned.
How does frequency capping work for the Privateness Sandbox?
Prebid frequency capping is feasible inside the Protected Audiences API, nevertheless it’s restricted to campaigns that run in Chrome browsers and on Android working techniques, Cone mentioned. “We might like to see different browsers and working techniques undertake these APIs,” he added.
The best way prebid frequency capping works is that the client’s bidder can test for earlier wins and regulate accordingly, Cone mentioned.
The Protected Audiences API doesn’t, nevertheless, allow cross-site frequency capping, Cone mentioned. Limiting cross-site monitoring is among the underlying ideas of the Privateness Sandbox, so it’s solely potential to restrict advert exposures on a single website.
Does Google’s measurement and attribution API work throughout all of Chrome and Android?
Based on Cone, it really works each inside and out of doors of Protected Viewers API auctions. The measurement and attribution API additionally works for app-to-web and web-to-app attribution, however solely throughout Chrome browsers and Android apps, he added.
However measurement and attribution received’t work within the Chrome iOS app, Cone mentioned. Apple nonetheless calls the photographs on what occurs on iOS.
Are corporations required to make use of Google’s Advertisements Knowledge Hub to research knowledge exported from the measurement API, or can the information be despatched elsewhere?
The information will be analyzed inside Advertisements Knowledge Hub or inside every other measurement platform, Cone mentioned.
However you most likely have to be an information scientist to know the stories.
Knowledge exported from the measurement API is not going to come within the type of an Excel spreadsheet that may be simply shared with measurement companions, Cone conceded.
Will publishers be capable to see which interest-based Matters have been related to advert impressions?
Sure. Core Prebid now contains performance that permits SSPs to tug the Matters related to advert impressions and share them with publishers and DSP companions, Cone mentioned.
Do the Privateness Sandbox’s “fenced frames” substitute iframes?
Iframes will nonetheless exist.
Fenced frames are meant to be a extra locked-down model of iframes that stop knowledge leakage from advert artistic, Cone mentioned. Fenced frames is not going to be required for Protected Audiences auctions till 2026.
Why ought to anybody belief that Privateness Sandbox auctions will probably be honest, because it’s all working on Google’s tech?
As a result of Google is prioritizing transparency by itself, by means of involvement with the W3C, gathering trade suggestions and making its API improvement open supply, Cone mentioned. And, he added, as a result of Google is being compelled by regulators just like the UK’s Competitors and Markets Authority to be clear.
“The proof is within the pudding within the period of time we spent on this,” Cone mentioned.
