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Google's ambitious plan to replace tracking cookies is going from bad to worse

There's a growing consensus within the advertising industry that Google's Privacy Sandbox technologies could break digital advertising.

Index Exchange's findings and feature suggestions came days after the publicly traded adtech company Criteo published its own detailed blog post describing shortcomings it discovered through testing Google's Privacy Sandbox. The Google spokesperson criticized the report in general terms but added that they were encouraged that the IAB Tech Lab is now turning its focus to discussing new capabilities and sharing integration guidance with the industry, with input from the Chrome team. One adtech executive at an SSP, who didn't want to speak publicly until they had finalized their Privacy Sandbox report, said that they agreed with Criteo's conclusions in its recent blog post and that the shift away from cookies is set to create a serious challenge for the industry.

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