“If you are expecting to see, for example, did Mihir click on an ad? That’s not going to happen,” Nanavati said.
Something better than cookies?
Nanavati said that Privacy Sandbox can be used for new advertising use cases beyond standard functionalities like retargeting and measurement. For example, a B2B product can use interest group targeting within Privacy Sandbox to find audiences of decision-makers with a particular title or intent, he said.
“Privacy Sandbox allows us to unlock new use cases that we had not anticipated before,” he said.
Smith noted that cookies as a technology were retrofitted, not designed, for the needs of advertisers. Their replacement could serve marketers better.
“Cookies were not built for advertising. They weren’t purpose-built for anything really,” Smith said. “That’s one of the exciting things about the approach now with Privacy Sandbox and other privacy-enhancing technologies being developed.”