Google is auditioning candidates to succeed the third-party cookie
Google wants other ad exchanges and demand-side platforms to run tests to see whether its proposals to replace third-party cookies will work in actual ad auctions.
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. The move marks yet another step in Google’s two-year countdown towards its intention to end support for third-party cookies in Chrome.
Source: Google is auditioning candidates to succeed the third-party cookie – Digiday