WTF Can Advertisers Actually Do With First-Party Data in Google’s Privacy Sandbox?
"Google says it wants to stop individual-level targeting of people across the web after it disables third-party cookies. And, there are only certain ways the company will allow advertisers to use their first-party data for individual-level targeting once its plans go into effect. They’ll still be able to do individual-level targeting and campaign measurement inside Google-owned inventory, such as in search and YouTube, by matching their first-party data to Google’s first-party data, for example. Google, as the publisher of properties including Google Search and YouTube, considers its own user login data to be its first-party data." So just to be clear, it's not privacy friendly for an advertiser to run an ad on network X and then track conversions on their website using a pixel (via third party cookies), but it is privacy friendly for an advertiser to run an ad on Google's ad network and then track conversions on their website by uploading their first party data to Google's ad network and matching it with Google's first party data. Got it.DIGIDAY.COM