Google is auditioning candidates to succeed the third-party cookie

The race to replace the third-part cookie is set to start in earnest. Google is ready to test some of its recently announced “Privacy Sandbox” proposals with other exchanges and demand-side platforms to see how its plans to replace third-party cookies with less data-invasive solutions will actually work within advertising auctions. Google’s announced its intention to run these “bid request signal experiments” late April in a post on GitHub, a software development collaboration platform. Google then commenced contact with external ad tech companies about taking part in the test. (We couldn’t find out the precise timelines of the tests, but please do let us know if you can help. )  “This is an early-stage concept and we don’t have more details to share right now,” said a Google spokesperson.

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