The French data protection authority, the CNIL, has commissioned a study into the depreciation of third-party advertising cookies. The study specifically addressed what alternative advertising models are likely to succeed in place of third-party cookies and the associated risks of these solutions.
The study identifies seven types of advertising solutions, including Google's Privacy Sandbox. However, while the study indicates that the Privacy Sandbox has been "presented as a desire to improve privacy, future developments will not, according to the researchers, lead to a significant reduction in tracking or a reduced role for personal data in the advertising market." The other six options include substitution identifiers, contextual targeting, cohort targeting, retail media, (user account) driven environments, and paywalls.
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