Mobile Dev Memo Podcast

Season 3, Episode 9: Cookie deprecation and Privacy Sandbox (with Paul Bannister)

Apr 10, 2024

Paul Bannister, CSO at Raptive, discusses third-party cookie deprecation in Chrome and Google's Privacy Sandbox. Topics include publisher readiness, underrated aspects of Privacy Sandbox, walled gardens, testing methods, and potential limitations of first-party cookies.

49:07

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Episode guests

Paul Bannister

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Preparation for third-party cookie deprecation is crucial for publishers to maintain ad revenue.

Privacy Sandbox's slow revenue recovery rate emphasizes the need for quicker adoption of privacy-friendly tech.

ID Bridging can enhance user targeting efficiency but requires industry-wide standards to prevent misuse.

Deep dives

Incremental Offers Always-On Incrementality Measurement

Incremental introduces the first always-on incrementality measurement tool that provides true value measurement for advertising campaigns across various channels like iOS, Android, influencers, TV, and billboards. This tool is being adopted by major advertisers in the mobile space to ensure accurate performance insights.

Introduction

2min

Navigating the End of Third-Party Cookies on Chrome

24min

Exploring Alternative Identifiers as a Cookie Replacement and Challenges of Scale

2min

Implications of Email Addressability and Cookie Deprecation on Walled Gardens

7min

Exploring the Significance and Controversies of ID Bridging in Programmatic Advertising

3min

The Impact of Losing Addressability in Advertising

5min

Google's Generative Search Impact on Digital Advertising

4min

In this episode of the Mobile Dev Memo podcast, I discuss third-party cookie deprecation in Chrome, as well as Google's Privacy Sandbox suite of tools with Paul Bannister, the Chief Strategy Officer at Raptive.

Over the course of our conversation, we cover:

The current state of third-party cookie deprecation in Chrome;
Whether publishers are generally prepared for the full rollout of third-party cookie deprecation;
Whether any components of the Privacy Sandbox are underrated, or will ultimately perform better than expected;
Whether the Privacy Sandbox achieves an optimal balance across privacy preservation and advertising efficacy;
If third-party cookie deprecation benefits the walled gardens;
How publishers can test Privacy Sandbox;
Whether Google will limit the functionality of first-party cookies, as Apple has done with ITP.

Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:

⁠INCRMNTAL⁠⁠. True attribution measures incrementality, always on.

Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠.

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Mobile Dev Memo Podcast

Season 3, Episode 9: Cookie deprecation and Privacy Sandbox (with Paul Bannister)

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Incremental Offers Always-On Incrementality Measurement

Preparing for a Future without Cookies

Transition with Chrome's Deprecation of Third-Party Cookies

Evaluation of Recovery Rates with Privacy Sandbox

ID Bridging and Its Implications in Advertising Ecosystem

Remember Everything You Learn from Podcasts