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Seller-Defined Audiences Analysis Series – Part I: SDA Introduction & Initial Insights
Have you heard of Seller-Defined Audiences (SDA) yet? SDA was released at the beginning of 2022 by Project Rearc – an initiative that came to life as the IAB Tech Lab’s answer to the impending demise of 3rd-party cookies. Although a year hasn’t passed since its release, SDA has received significant attention in the press and industry conferences and is considered one of the go-to solutions for targeting when the 3rd-party cookie pond dries up.
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RTB House Update on FLEDGE Tests
As a leading buy-side platform, RTB House has been involved in the development of the Privacy Sandbox ever since its announcement. Being highly experienced in retargeting, we put particular emphasis on FLEDGE. This proposal has been in preparation for years now and has been available for testing in Chrome since April 2022.
We already shared our initial findings from the experiments in a previous article. It covered the availability of the elements for testing, our setups, and the initial results.
In this article, we would like to provide an update on the status of both the market and RTB House as of the end of January, give more insights and results, and share our perspective on the future testing and implementation phases.
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RTB House’s View on Bidding and Auction Services and the Recent Timeline Updates for FLEDGE Elements
Google has released an article announcing the availability of Bidding and Auction services in the web version of FLEDGE, as well as the status on pending FLEDGE capabilities. These two Google releases could have a major impact on the adoption of FLEDGE in the near future.
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What is Google’s Privacy Sandbox? The Ultimate Guide
It might have been delayed, but the end of third-party tracking cookies is coming at the beginning of 2025, and businesses can’t afford to keep pretending otherwise. The good news is that thanks to this delay, there is still a small window of opportunity for companies to prepare for the cookieless future by engaging with the Google Chrome Privacy Sandbox.
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Positive Feedback for FLEDGE, DOJ Sues Google, Dark Patterns Fight, IDFV Tracking
In this Media Review, we bring together 4 stories, including the positive reception for FLEDGE, the French privacy regulator fining a game developer for leveraging IDFV (Identifier For Vendors), and the European Center for Digital Rights unifying the “dark patterns” interpretation in terms of cookie consent pop-up windows.
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Meta’s Regulatory Struggles, DMA’s Effect, First-Party Sets, and Others
In this Media Review, we bring together 5 stories, including accusations against Meta for using ad-related data to harm the competition, Apple’s allowance for outside app stores on its phones, and Google sharing its First Party Sets (FPS) concepts as ready for testing.
Cookieless World
Other Categories
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Edge Comes to Play in the Sandbox
In this edition of the Cookieless Newsroom, we highlight Microsoft’s deployment of the Ad Selection API in its Edge browser, a tool similar to Privacy Sandbox's Protected Audience API. We also cover a recent academic study demonstrating the suitability of the Protected Audience API for retargeting. Additionally, we report on a landmark European regulatory fine imposed on Google’s MarTech division.
