IAB Tech Lab Unveils Privacy Sandbox Gap Analysis for Google after Annual Leadership Meeting

By Tim Peterson and Ronan Shields  •  January 31, 2024  •  5 min read  •

Adtech faces challenges in the wake of the third-party cookie’s disappearance. Privacy Sandbox fills some of the gaps left by the cookie’s demise, but a recent analysis by IAB Tech Lab shows more gaps still need addressing.

According to six sources familiar with the matter, IAB Tech Lab executives met with Google to discuss the capabilities and limitations of Privacy Sandbox after the Interactive Advertising Bureau’s Annual Leadership Meeting. The meeting was confirmed by an IAB Tech Lab spokesperson.

“Many IAB members are developing privacy-preserving adtech solutions using the Privacy Sandbox building blocks,” said Anthony Chavez, VP product management, Privacy Sandbox. “We’re looking forward to collaborating with partners focused on solutions to build a more private web with privacy-preserving advertising.”

At the meeting, IAB Tech Lab presented an analysis of over 40 marketing use cases. Privacy Sandbox currently does not support approximately 30 of these use cases, according to a source familiar with the document.

One person who reviewed the gap analysis document describing the Sandbox’s reporting gaps said, “It’s unclear in the future how publishers will get data that they need for revenue calculations and how quickly they will get that and how that will work.”

IAB Tech Lab had shared a draft of the gap analysis with Google last week. Google has been explicit that Privacy Sandbox is not meant to fully replace third-party cookies.

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