“Finally, Google is pulling the trigger on the phase-out of cookies…”

As our CTO Adform, Jochen Schlosser puts it!

The process has been dragging on for too long and it is finally time to start. The sampled approach allows everyone participating in the tests to evaluate the supported advertising use cases and the results in a statistically solid way. However, crucial use cases are missing, so it's hard to imagine that Sandbox can be the future of a holistic approach to Programmatic Advertising.

We believe brands should try to stay open to testing the Sandbox to evaluate its performance; however, given we are already in 2024, you should, as an advertiser, be massively investing in ID-based solutions. These solutions will prevail independent of the Sandbox test results as they are closing the gaps that Sandbox can't fulfill, connected to brand advertising, reach, and frequency controls. Learn more via Digiday.