WTF can advertisers actually do with first-party data in Google’s Privacy Sandbox?

Even large agencies that spend millions of dollars each year with Google say they have only limited knowledge of how the company’s Privacy Sandbox methods replacing third-party cookies will work. And the lack of details has created confusion among advertisers, agencies, ad tech providers and publishers alike. “I think the issue is people refer to the Google Privacy Sandbox as one thing when it’s really a collection of many potential solutions,” said Amanda Martin, vp of enterprise partnerships at digital agency Goodway Group. Read more below.

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