Category: In the News

This is the second installment in Digiday’s two-part series covering the top ad-supported streaming services and a part of Digiday’s CMO Strategies series. In case you missed it, the first installment provided an overview of the various platforms’ offerings, including pricing and plans, ad options and new ad formats, and ad innovations, along with our methodology.

As streaming services continue to rival linear TV for audience share, brands and agencies are eager to measure the success of the campaigns they’re running on ad-supported streaming platforms. They consider metrics ranging from engagement/watch time to impressions to click-through rates. Streaming platforms aim to provide advertisers with that data, but measurement tools vary by platform, and the services must sell their individual platform offerings as well.

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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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