The Ozone View leads each issue of The Pivot, our publisher viewsletter, and is our take on industry developments and opinions from across digital media. This month, we preview our view on testing Google’s Privacy Sandbox (GPS).

The moment has arrived. Google’s long heralded, frequently delayed switch off of third-party cookies in Chrome, the world’s most popular web browser, has arrived. With cookies switched off for 1% of Chrome users across Q1, GPS is now being tested by both the buy- and sell-side. With lots of in-market noise about GPS testing, we’ve devised a robust plan to rigorously put the solution through its paces.

Our approach

We’ve developed a sophisticated testing framework to help publishers make data-driven decisions about post-3PC solutions.

With our approach, we have a keen interest in understanding four key metrics:

• What is the difference in monetisation between Chrome 3PC and Chrome non-3PC traffic?

• What does this represent in terms of total business risk to the publisher?

• How does GPS perform as a mitigation and to what extent does it bring monetisation back in-line with previous benchmarks?

• What other alternatives to GPS are available to publishers and how do they perform in comparison? 

With these questions in mind, our Data Science and Analytics teams have built out controlled experiments in order to closely monitor these metrics throughout 2024.

We’ll provide publishers with regular insight in future editions of The Pivot to answer these fundamental questions, so stay tuned!