One bonus with the library is that Google Privacy Sandbox Topics segments are available for buyers to target in any DSP, including those that aren’t currently supporting that technology, (hi, DV360).
But testing while cookies are still in play, which is important for comparison’s sake, could add unwanted noise.
Many current cookieless solutions are significantly improved by third-party cookies. For some of the solutions, an estimated 90% of their IDs seen in the bid stream today are based on third-party cookies.
“There are so many third-party cookies buried in the backend of different solutions that performance testing is going to be hard to fully rely upon,” said Loch Rose, chief analytics officer at Epsilon.
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