Category: In the News

While Google insists Privacy Sandbox is still moving forward, publishers say the writing’s on the wall: with little incentive left to support it, the Privacy Sandbox is effectively dead.

While no one is celebrating the slow fade of a product that once carried such well-meaning intent, there’s a quiet sense of relief that CPMs won’t be falling off a cliff any time soon. 

Google has said publicly that for now, it will continue with Sandbox, but Digiday asked a range of publishers about their thoughts on its future, and the consensus was that without the incentive of Google deprecating third-party cookies, there isn’t much point. 

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Between U.S. tariffs and a potential recession, marketers are feeling cautious at the moment. Sound bets for their media budgets are welcome.

Sports, however, offers a haven. Live sports has already become one of the last avenues available to marketers pursuing mass audiences. Now, that reliability provides additional reassurance that their media spend is actually going to move the needle.

At least, that’s likely how PwC sees it. The tax and consulting giant has picked a hell of a time to float a refreshed visual identity — its first in 15 years — during a moment when other marketers are parking or postponing big brand campaigns. For PwC, the rebrand and accompanying campaign was 18 months in the making.

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