In an op-ed published on AdExchanger, IAB Tech Lab Executive VP and COO Shailley Singh has highlighted six challenges that remain unaddressed with Google's Privacy Sandbox. Despite aiming to provide an alternative for a cookie-free future with a focus on privacy, Google's Privacy Sandbox cannot replace everything that has been developed over the last two decades to support online advertising in one giant leap. Singh writes that while there are some advertising use cases that should be left behind, Privacy Sandbox is rolling out with a lot of ambiguity and confusion, with many unanswered questions about how it will work.
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