With Google Chrome, testing for the privacy sandbox – and thus also for the cookieless marketing solution Topics – is entering the next phase. Find out where tests are now possible.
From now on, the first developers worldwide can test the Topics, FLEDGE and Attribution Reporting API solutions from the Privacy Sandbox start. To do this, you must access the developer version of Google Chrome, Chrome Canary, To fall back on. First, Google will give a small number of beta testers the opportunity to test. And once the beta runs smoothly, API testing will move to the stable Chrome browser. The Topics solution should be of particular interest to advertisers and companies. Google started this as part of the initiative as the second major project for the successor to cookie-based advertising.
Tests for the Privacy Sandbox follow developments for cookie alternatives and Android
When Google announced the end of support for third-party cookies on Chrome in early 2020, the marketing scene was in turmoil. The deadline for the end of support has been pushed back. But marketers urgently need to adapt to cookieless advertising solutions. Therefore, Google has focused on the development of alternative advertising solutions as part of the Privacy Sandbox initiative. First, the Federated Learnings of Cohorts (FLoC) option was developed, which provided for targeting based on user cohorts. However, this solution could not be tested in Europe due to possible non-compliance with the GDPR. In addition, the approach has been criticized because privacy advocates feared that user groups aggregated in the context of the cohorts could be discriminated against. That’s why Tech Lead Manager Josh Karlin from the Privacy Sandbox Team explained as early as 2021 that Google could convert the cookieless solution from cohorts to topics as a core element.
With the Topics API, Google then delivered an option for interest-based targeting in early 2022 – and a successor solution for FLoC.
In January, Google announced that it would promptly share news about tests with topics, but also FLEDGE. The Privacy Sandbox draft named FLEDGE makes it possible to store information about bids and budgets of individual campaigns in the browser instead of via the ad server and to make decisions away from the tracking of third-party cookies. Now Google provides the information for testing, which starts in the beta version.
Support through developer guides, updates and feedback for test results
Google explains on the official blog that the first testers with regard to the experiments with the solutions from the Privacy Sandbox rely on support in the form of developer guides, regular updates and feedback loops build on different channels. Therefore, Google also calls on testers to share their feedback as publicly as possible and with Chrome. Industry associations are also invited to create collaborative tests for entire sections of an industry and to develop feedback themes. Google is working closely with the British competition authority to develop the new solutions in the Privacy Sandbox, including in particular the cookieless options.
In addition to the testing options, Chrome will also test new privacy sandbox settings that allow users to view and manage their interests in the context of advertising solutions. They can also completely reject advertiser trials. More information about the sandbox solutions and test options can be found in the detailed Developer Guide. During the upcoming Origin trial, Chrome plans to test multiple methods depending on the region to notify users about the trials. In the European Economic Area, Switzerland and the United Kingdom, users are asked to voluntarily participate in the studies by opting in. All users have robust controls and can unsubscribe from the studies at any time.
In February 2022, Google also launched a privacy sandbox version for Android. This should offer advertising solutions that do not require cross-app identifiers and limit the transfer of user data to third parties.
Source: OnlineMarketing.de by onlinemarketing.de.
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