SDA's and the Cookie Deprecation Conversation

The IAB tech lab is dedicating so many resources to coming up with a solution to this that could be viable. There isn't enough of a sense of urgency behind the testing and learning process for cookie alternatives. The number of publishers actually testing SDA's is very small. And according to Patrick who was saying on the event stage, Google told him that Fledge is entering general release in Q3 of this year,. Most likely by July, not September.