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RTB House Statement on Google’s Privacy Sandbox Proposal

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(Last Updated On: June 7, 2022)


Attribution:Lukasz Wlodarczyk, Private Ads Team Leader and Director of Global Inventory Partnerships, RTB House

Ever since the announcement of “Privacy Sandbox” proposals, RTB House has perceived them as long-term, sustainable solutions supporting legitimate advertising use cases while respecting user privacy.

Since January 2020, we have put every effort into making our platform fully compatible with the Privacy Sandbox vision. We recently announced a vital milestone: RTB House is the first DSP to successfully use Privacy Sandbox’s FLEDGE simulation, globally buying real advertising impressions for almost 500 advertisers. This is proof that the RTB House platform infrastructure is ready for the upcoming changes.

Today’s update from Google regarding the timeline for Privacy Sandbox milestones is one that we see as a quite positive move. It gives a more realistic timeline for other market participants and corresponds with engagement with the United Kingdom’s Competition and Markets Authority (CMA), as well as being in line with the commitments Google has offered.

We perceived today’s update to be a reaction to the United Kingdom’s Competition and Markets Authority (CMA) engagement, and feel it is in line with the commitments Google has offered. As a DSP which already uses Privacy Sandbox’s FLEDGE simulation, using it to globally buy real advertising impressions for almost 500 advertisers, we find the new timeline more realistic from the perspective of preparation for change by other market participants. It also gives more time for the community to test the next-generation solution.

The new, more realistic timeline should provide wider engagement on the testing stage of FLoC and FLEDGE and thus provide even better quality of the end solution implemented inside the browser – one that is 100% market-ready. We believe that these are both positive aspects. Still, according to Google’s commitments, we are missing a detailed timeline for the testing and implementation of particular proposals inside Privacy Sandbox.

This update is about sharing a high-level timeline with the community. Both advertisers and publishers will get more time for engagement, testing, and contributions to Privacy Sandbox. However, the general direction in which things are moving has not changed.

It is essential to highlight that Google has transparently shared that “Chrome will phase out support for third-party cookies over a three-month period” after the published deadline.


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