Mediavine Data Reveals Privacy Sandbox Isn’t Passing the Test

Amanda Martin, Mediavine’s SVP of monetization and business strategy, penned a byline for AdExchanger’s column, The Sell Side, to share our Privacy Sandbox findings with the greater programmatic and ad tech audience.

As a result, we were invited to join AdExchanger’s podcast, “The Big Story,” to discuss the latest Privacy Sandbox testing that Mediavine has been conducting for Google. Sarah Sluis from AdExchanger led the discussion along with Anthony Vargas; they took a deep dive into what the dismal early results mean for publishers, buyers and everyone else in ad tech.

Mediavine is leading the way for publisher testing in the Privacy Sandbox and early results show that the publisher is minimally considered in the Privacy Sandbox.

Privacy Sandbox’s Protected Audiences API (PAAPI) currently causes increased latency, decreasing viewability and yield. Given these issues, publishers cannot currently afford to test PAAPI at scale.

Mediavine is on top of testing, working to keep revenue streams open for Publishers. We have a consultative relationship with Google and the Privacy Sandbox team, and we continue to be forward-looking and forward thinking

Martin’s take on the viability of Privacy Sandbox as it stands now is, “while it may be functional it is not scalable.” She went on to say “we have time to endeavor to make it scalable and that’s what we are here to do.” We are still giving feedback to build a better product. We’ve been in touch with the Google team and the CMA to share our results because we want testing to continue but also improve.

What’s next? According to Martin, the one thing that both buyers and sellers are on the lookout for is better reporting and measurement capabilities coming out of the Privacy Sandbox.

“Every buyer I have spoken to recently is focused on that being their largest hurdle of the cookie deprecation, and we’ve been really focused on how to target and spend money and we need to transfer as much energy and attention on how we measure it and how we get credit for the money that buyers are spending.”

To hear more, listen to the full podcast: