Privacy Sandbox Disrupts Open Web Currency Beet.TV [Video]

The deprecation of third-party cookies and emergence of new privacy technologies like Google’s Privacy Sandbox will significantly disrupt the historic “currency” by which advertising on the open web is traded.

That is the view of Criteo’s global chief revenue officer Brian Gleason, who says the industry now needs to come together to rethink how it enables and measures advertising outside of walled gardens.

“The cookie has been the currency in which the open web is traded since inception,” Gleason says in this video interview with Beet.TV. “When the currency changes, that creates significant disruption to the way that we measure things.”

Criteo, whose technology powers advertising for brands, retailers and publishers, has put forward its own proposals for technologies it thinks can continue enabling relevant advertising in the new era.

“In this next evolution, we have to certainly listen to consumers and think about privacy in a privacy-safe world and …