Results from Google’s display ads experiment with the Privacy Sandbox APIs

Granular analysis and first look

Google’s experiment on display ads using Privacy Sandbox APIs explores its potential to maintain ad performance without third-party cookies.

Update: Turns out there are no immediate plans to end Third-Party cookies in Chrome.

In-depth Summary

1. Experiment Overview\
   • Conducted between January and March 2024.
   • Focused on measuring ad performance using Privacy Sandbox APIs versus third-party cookies.
2. Key Findings
   • Scale Preservation:
     • 89% recovery in Google Display Ads.
     • 86% recovery in Display & Video 360.
   • Return on Investment (ROI):
     • 97% recovery in conversions per dollar in Google Display Ads.
     • 95% recovery in Display & Video 360.
   • Remarketing Recovery:
     • 55% recovery in Google Ads.
     • 49% recovery in Display & Video 360.
     • Noted challenges due to reliance on third-party cookies and limited SSP adoption.
3. Implications and Future Outlook
   • Continued innovation in privacy-preserving technologies, Google AI, and first-party data solutions.
   • Expansion of Privacy Sandbox usage and encouragement for industry-wide adoption.
   • Ongoing consultation with the UK Competition and Markets Authority.