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Google has assured advertisers that it will not build Privacy Sandbox backdoors. On Thursday, the search engine giant promised that it won’t come up with separate rules for itself.
Meanwhile, the company continues to force data privacy restrictions on those navigating the complete removal of third-party cookies in the Google Chrome browser. This is an attempt to subdue concerns surrounding Google’s efforts to eliminate third-party cookies from the internet.
The entire process has been led by the company’s controversial FLoC initiative. The changes are expected to be introduced next year, according to Engadget.
Google recently assured apprehensive advertisers that it will be duty-bound to the same technique it is imposing on others.
Google explains how it will be using this Privacy Sandbox
VP and GM of Ads at Google, Jerry Dischler spoke about the company’s open-source Privacy Sandbox development effort on Thursday in a virtual marketing event. These methods include an automated targeting technique that has triggered privacy-related concerns.
Moreover, these methods even led to an antitrust investigation by the U.K.’s Competition and Markets Authority. Ad tech companies and other leading industry players believe Google will not adopt the same techniques it is forcing others in the industry to use.
Ad tech firms believe this technique will limit data use, targeting, and measurement capabilities, according to DigiDay. However, Dischler clarified that the firm will be using these APIs for its own ads and measurement products. He said the company will not build backdoors for itself.
Advertisers are still skeptical
Even if the company does not open a proverbial backdoor for itself, it is worth noting that it still owns the house.
Once third-party cookies stop working in Chrome browser, Google plans to allow itself to obtain and use individual-level data from its owned-and-operated properties. However, it has neither confirmed nor denied whether it considers Chrome as its owned-and-operated property.
VP of enterprise partnerships at Goodway Group, Amanda Martin points out that the issue isn’t about defining it as a backdoor. Instead, it is about defining what the firm considers as owned and operated and their first-party data.
Aside from that, Martin said it is important to understand what advertisers consider owned and operated and their first-party data. “Google’s ecosystem gets really gray because of all the pieces they own,” she explained.
According to digital ad consultant and Ad Bacon founder, Ty Martin, Google might change its mind in the future. Martin pointed out that Google is under continual pressure to deliver better results.
This might force the company to explore opportunities that up until now have been considered off-limits.