{"id":338790,"date":"2024-11-21T14:00:00","date_gmt":"2024-11-21T14:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/commitment-privacy-google-privacy-sandbox\/"},"modified":"2025-04-25T00:54:24","modified_gmt":"2025-04-25T00:54:24","slug":"commitment-privacy-google-privacy-sandbox","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/commitment-privacy-google-privacy-sandbox\/","title":{"rendered":"IAS\u2019s Commitment to Privacy in Google\u2019s Privacy Sandbox"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"338790\" class=\"elementor elementor-338790 elementor-338525\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-9adb92f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"55216\" data-id=\"9adb92f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-122fdc1\" data-eae-slider=\"15121\" data-id=\"122fdc1\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ed9cd69 elementor-widget elementor-widget-text-editor\" data-id=\"ed9cd69\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">For the past two years, IAS has been working closely with Google and the <\/span><span style=\"text-decoration: underline;\"><a href=\"https:\/\/iabtechlab.com\/\"><span style=\"font-weight: 400;\">IAB Tech Lab<\/span><\/a><\/span><span style=\"font-weight: 400;\"> on the development and testing of Google\u2019s Privacy Sandbox. Much progress has been made to ensure that critical programmatic advertising use cases \u2014 particularly third-party measurement and optimization \u2014 continue to be supported in a Privacy Sandbox environment. However, outstanding items exist and continued collaboration between Google and the broader ad tech community is needed.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-19018b3 elementor-widget elementor-widget-heading\" data-id=\"19018b3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What is Privacy Sandbox?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5c37aa3 elementor-widget elementor-widget-text-editor\" data-id=\"5c37aa3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Privacy Sandbox is an umbrella term for a set of proposed privacy-related updates to Google\u2019s Chrome browser and Android operating system. According to <\/span><span style=\"text-decoration: underline;\"><a href=\"https:\/\/developers.google.com\/privacy-sandbox\/overview\/web\"><span style=\"font-weight: 400;\">Google<\/span><\/a><\/span><span style=\"font-weight: 400;\">:<\/span><\/p><p><i><span style=\"font-weight: 400;\">The Privacy Sandbox initiative aims to create technologies that both protect people&#8217;s privacy online and give companies and developers tools to build thriving digital businesses.<\/span><\/i><\/p><p><i><span style=\"font-weight: 400;\">The Privacy Sandbox has two core aims:<\/span><\/i><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">Provide alternative solutions for browsing without third-party cookies.<\/span><\/i><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">Reduce cross-site and cross-app tracking while helping to keep online content and services free for all.<\/span><\/i><\/li><\/ul><p><span style=\"font-weight: 400;\">These updates fundamentally change how ads are targeted, purchased, served, and measured for Chrome users.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-268e743 elementor-widget elementor-widget-heading\" data-id=\"268e743\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">IAS\u2019s Contributions to Privacy Sandbox\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c650686 elementor-widget elementor-widget-text-editor\" data-id=\"c650686\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">IAS is an active member of the IAB Tech Lab\u2019s Privacy Sandbox Task Force, focusing on third-party measurement and optimization use cases. Our analyses were captured in the group\u2019s <\/span><span style=\"text-decoration: underline;\"><a href=\"https:\/\/iabtechlab.com\/wp-content\/uploads\/2024\/02\/Privacy-Sandbox-Fit-Gap-Analysis-PUBLIC-COMMENT-RELEASE.pdf\"><span style=\"font-weight: 400;\">Privacy Sandbox assessment<\/span><\/a><\/span><span style=\"font-weight: 400;\"> published in February 2024.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In addition to our contributions to the IAB Tech Lab\u2019s Task Force, we are partnering directly with Google\u2019s Privacy Sandbox team to discuss third-party measurement requirements and brainstorm solutions to ensure measurement partners have continued access to the critical signals needed to detect fraud and brand safety risks and protect buyers.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6d53949 elementor-widget elementor-widget-heading\" data-id=\"6d53949\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">IAS\u2019s Privacy Sandbox Testing &amp; Findings\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4433167 elementor-widget elementor-widget-text-editor\" data-id=\"4433167\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">We started testing by setting up a local development environment where we could test and understand the flow of the Protected Audience API end-to-end. This helped us to understand how our tags were rendered, limitations in Fenced Frames, and how we might need to receive data (like top level URL) from partners in the future.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The Protected Audience API enables on-device auctions by the browser to choose relevant ads from websites the user has previously visited.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A Fenced Frame is a privacy-enhanced version of traditional iframes.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Fully understanding the flow of data inside the Protected Audience auction has helped us work with our DSP partners to help advise them on changes they might need to make to ensure IAS can continue to provide fraud and brand safety protection in both pre-bid and post-bid.<\/span><\/p><p><span style=\"font-weight: 400;\">A challenge we identified while setting up testing with our DSP partners is ensuring that we continue to receive creative macros.<\/span><\/p><p><span style=\"font-weight: 400;\">Today, we utilize data being passed to us by DSPs through creative macros at ad render time to enrich our understanding of the ad serving environment and parties involved in the ad auction.\u00a0 These signals are critical components for us to inform and protect our customers and they have come to rely on this useful context.<\/span><\/p><p><span style=\"font-weight: 400;\">Based on the current Privacy Sandbox design, it is no longer up to the DSP to provide these macros during creative render time, but rather the SSP to replace these macros on the winning ad\u2019s \u201crenderUrl,\u201d which is the endpoint used to render an ad creative.<\/span><\/p><p><span style=\"font-weight: 400;\">Coordination is now needed between DSPs and SSPs to ensure the SSP provides these macros in the renderUrl they provide to DSPs. We believe a macro standard is needed to ensure this data is consistently exchanged between SSP and DSP. We are working with Google and the IAB Tech Lab to develop this macro standard.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ac007e9 elementor-widget elementor-widget-heading\" data-id=\"ac007e9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">IAS\u2019s Commitment to Privacy\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-abdedb6 elementor-widget elementor-widget-text-editor\" data-id=\"abdedb6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">IAS is a strong advocate of consumer privacy. Our platform is cookie-less, and we have strict data retention and access policies for personal data such as IP addresses. We continue to monitor privacy-driven changes and will adapt accordingly.<\/span><\/p><p><span style=\"font-weight: 400;\">Supporting Privacy Sandbox is a strategic imperative for IAS. We have been pleased with the collaboration and partnership we have with the Privacy Sandbox team. We continue to work together to ensure third-party measurement and optimization use cases are supported in a Privacy Sandbox environment.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>For the past two years, IAS has been working closely with Google and the IAB Tech Lab on the development and testing of Google\u2019s Privacy Sandbox. Much progress has been made to ensure that critical programmatic advertising use cases \u2014&#8230;<\/p>\n","protected":false},"author":59,"featured_media":338527,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[304,778],"tags":[],"class_list":["post-338790","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights-apac-2","category-threat-lab-apac"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>IAS\u2019s Commitment to Privacy in Google\u2019s Privacy Sandbox - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/apac\/insider\/commitment-privacy-google-privacy-sandbox\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IAS\u2019s Commitment to Privacy in Google\u2019s Privacy Sandbox\" \/>\n<meta property=\"og:description\" content=\"For the past two years, IAS has been working closely with Google and the IAB Tech Lab on the development and testing of Google\u2019s Privacy Sandbox. 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