Garrett Johnson
@garjoh.bsky.social
Marketing professor @BUQuestrom researching digital marketing: privacy & ad effectiveness. 🇨🇦,🇺🇸. garjoh.com
9/ 🇪🇺 Notably, the EU faces greater regulatory pressure under #GDPR.
➡️EU has more impressions without cookies (43%) and experiences greater revenue losses when cookies are removed (-66%).
➡️Sandbox performs better in the EU: recovering 22% of lost revenue.
➡️EU has more impressions without cookies (43%) and experiences greater revenue losses when cookies are removed (-66%).
➡️Sandbox performs better in the EU: recovering 22% of lost revenue.
June 9, 2025 at 3:50 PM
9/ 🇪🇺 Notably, the EU faces greater regulatory pressure under #GDPR.
➡️EU has more impressions without cookies (43%) and experiences greater revenue losses when cookies are removed (-66%).
➡️Sandbox performs better in the EU: recovering 22% of lost revenue.
➡️EU has more impressions without cookies (43%) and experiences greater revenue losses when cookies are removed (-66%).
➡️Sandbox performs better in the EU: recovering 22% of lost revenue.
8/ 🕛 Second: latency. On-device auctions are slow.
The 75th percentile ad latency under Privacy Sandbox is 5.7 seconds — more than 2x slower than the other groups. That delay reduces impressions served by 2.85%, yielding no revenue in those cases.
The 75th percentile ad latency under Privacy Sandbox is 5.7 seconds — more than 2x slower than the other groups. That delay reduces impressions served by 2.85%, yielding no revenue in those cases.
June 9, 2025 at 3:50 PM
8/ 🕛 Second: latency. On-device auctions are slow.
The 75th percentile ad latency under Privacy Sandbox is 5.7 seconds — more than 2x slower than the other groups. That delay reduces impressions served by 2.85%, yielding no revenue in those cases.
The 75th percentile ad latency under Privacy Sandbox is 5.7 seconds — more than 2x slower than the other groups. That delay reduces impressions served by 2.85%, yielding no revenue in those cases.
4/ 🍪 Third-party cookies still matter—a lot.
Removing them reduces publisher ad revenue by 29%. For impressions that actually had cookies, the loss is even steeper: 35%.
Removing them reduces publisher ad revenue by 29%. For impressions that actually had cookies, the loss is even steeper: 35%.
June 9, 2025 at 3:50 PM
4/ 🍪 Third-party cookies still matter—a lot.
Removing them reduces publisher ad revenue by 29%. For impressions that actually had cookies, the loss is even steeper: 35%.
Removing them reduces publisher ad revenue by 29%. For impressions that actually had cookies, the loss is even steeper: 35%.
2/ 🔍 In Chrome’s industry-wide field experiment, users were randomly assigned to:
1️⃣ Status quo (cookies enabled)
2️⃣ Privacy Sandbox (cookies off, new APIs on)
3️⃣ Cookieless (no cookies, no APIs)
This lets us cleanly isolate the impact of cookies and Sandbox tech.
1️⃣ Status quo (cookies enabled)
2️⃣ Privacy Sandbox (cookies off, new APIs on)
3️⃣ Cookieless (no cookies, no APIs)
This lets us cleanly isolate the impact of cookies and Sandbox tech.
June 9, 2025 at 3:50 PM
2/ 🔍 In Chrome’s industry-wide field experiment, users were randomly assigned to:
1️⃣ Status quo (cookies enabled)
2️⃣ Privacy Sandbox (cookies off, new APIs on)
3️⃣ Cookieless (no cookies, no APIs)
This lets us cleanly isolate the impact of cookies and Sandbox tech.
1️⃣ Status quo (cookies enabled)
2️⃣ Privacy Sandbox (cookies off, new APIs on)
3️⃣ Cookieless (no cookies, no APIs)
This lets us cleanly isolate the impact of cookies and Sandbox tech.
🧵1/ Google’s Privacy Sandbox promises to replace third-party cookies with privacy-preserving tech. But does it preserve publisher revenue?
We partnered with @weareraptive to analyze 200M+ ad impressions across 5,000+ sites in the CMA-Google field experiment.
Here's what we found 👇
We partnered with @weareraptive to analyze 200M+ ad impressions across 5,000+ sites in the CMA-Google field experiment.
Here's what we found 👇
June 9, 2025 at 3:50 PM
🧵1/ Google’s Privacy Sandbox promises to replace third-party cookies with privacy-preserving tech. But does it preserve publisher revenue?
We partnered with @weareraptive to analyze 200M+ ad impressions across 5,000+ sites in the CMA-Google field experiment.
Here's what we found 👇
We partnered with @weareraptive to analyze 200M+ ad impressions across 5,000+ sites in the CMA-Google field experiment.
Here's what we found 👇
A recent @adexchanger comic captures the sentiment that Google's Privacy Sandbox is out with Google abandoning its cookie deprecation plans. But, is that the reality on the ground? 1/2
June 6, 2025 at 5:08 PM
A recent @adexchanger comic captures the sentiment that Google's Privacy Sandbox is out with Google abandoning its cookie deprecation plans. But, is that the reality on the ground? 1/2
When the viewability standard is 50% of the ad... 🤣🤣🤣
May 16, 2025 at 6:14 PM
When the viewability standard is 50% of the ad... 🤣🤣🤣
Shared my thoughts on YouTube's 20th anniversary in this BU Today piece. YouTube has been a transformative platform for both advertisers and content creators.
www.bu.edu/articles/202...
www.bu.edu/articles/202...
May 1, 2025 at 1:57 AM
Shared my thoughts on YouTube's 20th anniversary in this BU Today piece. YouTube has been a transformative platform for both advertisers and content creators.
www.bu.edu/articles/202...
www.bu.edu/articles/202...
For no particular reason, I'm re-upping my review of studies that calculate the value of browser cookies.
Our 2020 Marketing Science paper contributes the median estimate: ad prices fall 52% without cookies.
Our 2020 Marketing Science paper contributes the median estimate: ad prices fall 52% without cookies.
April 24, 2025 at 6:15 PM
For no particular reason, I'm re-upping my review of studies that calculate the value of browser cookies.
Our 2020 Marketing Science paper contributes the median estimate: ad prices fall 52% without cookies.
Our 2020 Marketing Science paper contributes the median estimate: ad prices fall 52% without cookies.
Interesting data showing Instagram's growth to become Meta's dominant revenue source of ad revenue c/o @UofDigital & @eMarketer.
April 20, 2025 at 2:07 AM
Interesting data showing Instagram's growth to become Meta's dominant revenue source of ad revenue c/o @UofDigital & @eMarketer.
Dutch Data Protection Authority (AP) sent notices to 50 sites (first of 500!) about their cookie consent practices. Common issues are: loading cookies before consent, pre-checked buttons, or no "refuse all" button. A tale as old as time...
autoriteitpersoonsgegevens.nl/actueel/ap-w...
autoriteitpersoonsgegevens.nl/actueel/ap-w...
April 17, 2025 at 6:50 PM
Dutch Data Protection Authority (AP) sent notices to 50 sites (first of 500!) about their cookie consent practices. Common issues are: loading cookies before consent, pre-checked buttons, or no "refuse all" button. A tale as old as time...
autoriteitpersoonsgegevens.nl/actueel/ap-w...
autoriteitpersoonsgegevens.nl/actueel/ap-w...
For context, here is Google's market share in various parts of the adtech market according to a UK Competition & Market's Authority report.
April 17, 2025 at 4:21 PM
For context, here is Google's market share in various parts of the adtech market according to a UK Competition & Market's Authority report.
Erased more than a year’s worth of robust growth in the stock market 🤦🏻♂️
April 4, 2025 at 10:17 PM
Erased more than a year’s worth of robust growth in the stock market 🤦🏻♂️
New profile pic?
I couldn't resist jumping on the bandwagon 😂
I couldn't resist jumping on the bandwagon 😂
March 27, 2025 at 2:55 PM
New profile pic?
I couldn't resist jumping on the bandwagon 😂
I couldn't resist jumping on the bandwagon 😂
Modern digital marketing: not your parents' marketing... 1/2
February 21, 2025 at 10:58 PM
Modern digital marketing: not your parents' marketing... 1/2
As for the top-level seller (regardless of single- or multiple-seller auctions), Google has long dominated these. Seedtag has been around for months with Taboola rising more recently. Lucead & now AppNexus are dipping their toes. 4/
December 17, 2024 at 5:37 PM
As for the top-level seller (regardless of single- or multiple-seller auctions), Google has long dominated these. Seedtag has been around for months with Taboola rising more recently. Lucead & now AppNexus are dipping their toes. 4/
For multi-seller auctions, I've computed the market shares of the component sellers (in November). RTB House is largest (53%) followed by AdRoll (13%), Criteo, Index Exchange, & Raptive. A surprising number of sites (18%) use their own domain as a component seller. 3/
December 17, 2024 at 5:37 PM
For multi-seller auctions, I've computed the market shares of the component sellers (in November). RTB House is largest (53%) followed by AdRoll (13%), Criteo, Index Exchange, & Raptive. A surprising number of sites (18%) use their own domain as a component seller. 3/
PA API auctions can be a single-seller auction or multi-seller (component) auction. We now know that 82% of PA API sites use the latter and 12% use both. 2/
December 17, 2024 at 5:37 PM
PA API auctions can be a single-seller auction or multi-seller (component) auction. We now know that 82% of PA API sites use the latter and 12% use both. 2/
Ask #1: $300 takes care of 1 orphan child for a year.
Ask #2: $160 takes care of 1 internally displaced student for a year.
(Pictured: Orphanage founder Angèle Zida) 2/2
Ask #2: $160 takes care of 1 internally displaced student for a year.
(Pictured: Orphanage founder Angèle Zida) 2/2
December 3, 2024 at 10:25 PM
Ask #1: $300 takes care of 1 orphan child for a year.
Ask #2: $160 takes care of 1 internally displaced student for a year.
(Pictured: Orphanage founder Angèle Zida) 2/2
Ask #2: $160 takes care of 1 internally displaced student for a year.
(Pictured: Orphanage founder Angèle Zida) 2/2
7/ 🏰 or 🚧 Castles vs. Roadblocks in the Sandbox
More vendors adopted Topics API than PA API, again consistent with the former's ease of use.
Only 1.2% of publishers opted out of Topics API, down from its more controversial predecessor FLoC (2.7%-3.9% in July '22).
More vendors adopted Topics API than PA API, again consistent with the former's ease of use.
Only 1.2% of publishers opted out of Topics API, down from its more controversial predecessor FLoC (2.7%-3.9% in July '22).
October 17, 2024 at 2:47 AM
7/ 🏰 or 🚧 Castles vs. Roadblocks in the Sandbox
More vendors adopted Topics API than PA API, again consistent with the former's ease of use.
Only 1.2% of publishers opted out of Topics API, down from its more controversial predecessor FLoC (2.7%-3.9% in July '22).
More vendors adopted Topics API than PA API, again consistent with the former's ease of use.
Only 1.2% of publishers opted out of Topics API, down from its more controversial predecessor FLoC (2.7%-3.9% in July '22).
6/ 📉 Adoption Peaks and Declines
At its peak, 41.2% of sites adopted the simpler Topics API. However, adoption dipped after two key announcements from Google:
- April '24: Delaying cookie deprecation until 2025
- July '24: Shifting from deprecation to a user choice requirement
At its peak, 41.2% of sites adopted the simpler Topics API. However, adoption dipped after two key announcements from Google:
- April '24: Delaying cookie deprecation until 2025
- July '24: Shifting from deprecation to a user choice requirement
October 17, 2024 at 2:46 AM
6/ 📉 Adoption Peaks and Declines
At its peak, 41.2% of sites adopted the simpler Topics API. However, adoption dipped after two key announcements from Google:
- April '24: Delaying cookie deprecation until 2025
- July '24: Shifting from deprecation to a user choice requirement
At its peak, 41.2% of sites adopted the simpler Topics API. However, adoption dipped after two key announcements from Google:
- April '24: Delaying cookie deprecation until 2025
- July '24: Shifting from deprecation to a user choice requirement
5/ 🏌️♀️🤾♂️🏋️♀️ Identifying the Key Players
Our data reveals which ad tech vendors are adopting these tools, from giants like Google to smaller players. The supply side (R) is more concentrated than the demand side (L): Google has 86.4% share of top-level auction sellers.
Our data reveals which ad tech vendors are adopting these tools, from giants like Google to smaller players. The supply side (R) is more concentrated than the demand side (L): Google has 86.4% share of top-level auction sellers.
October 17, 2024 at 2:46 AM
5/ 🏌️♀️🤾♂️🏋️♀️ Identifying the Key Players
Our data reveals which ad tech vendors are adopting these tools, from giants like Google to smaller players. The supply side (R) is more concentrated than the demand side (L): Google has 86.4% share of top-level auction sellers.
Our data reveals which ad tech vendors are adopting these tools, from giants like Google to smaller players. The supply side (R) is more concentrated than the demand side (L): Google has 86.4% share of top-level auction sellers.
4/ 🏗️ PA API: Demand-Side (L) vs. Supply-Side (R) Adoption
At its peak, 22.0% of websites used the PA API to buy ads—adding users to an "interest group" to display relevant ads offsite (e.g., retargeting)—while 17.9% used it on the supply side to sell ads.
At its peak, 22.0% of websites used the PA API to buy ads—adding users to an "interest group" to display relevant ads offsite (e.g., retargeting)—while 17.9% used it on the supply side to sell ads.
October 17, 2024 at 2:45 AM
4/ 🏗️ PA API: Demand-Side (L) vs. Supply-Side (R) Adoption
At its peak, 22.0% of websites used the PA API to buy ads—adding users to an "interest group" to display relevant ads offsite (e.g., retargeting)—while 17.9% used it on the supply side to sell ads.
At its peak, 22.0% of websites used the PA API to buy ads—adding users to an "interest group" to display relevant ads offsite (e.g., retargeting)—while 17.9% used it on the supply side to sell ads.
2/ 🛡️ What’s the Privacy Sandbox?
Google aims to replace third-party cookies with a suite of technologies designed to balance relevant ads with stronger user privacy. These Privacy-Enhancing Ad Technologies (PEATs) improve targeting, measurement, anti-fraud, and limit tracking.
Google aims to replace third-party cookies with a suite of technologies designed to balance relevant ads with stronger user privacy. These Privacy-Enhancing Ad Technologies (PEATs) improve targeting, measurement, anti-fraud, and limit tracking.
October 17, 2024 at 2:43 AM
2/ 🛡️ What’s the Privacy Sandbox?
Google aims to replace third-party cookies with a suite of technologies designed to balance relevant ads with stronger user privacy. These Privacy-Enhancing Ad Technologies (PEATs) improve targeting, measurement, anti-fraud, and limit tracking.
Google aims to replace third-party cookies with a suite of technologies designed to balance relevant ads with stronger user privacy. These Privacy-Enhancing Ad Technologies (PEATs) improve targeting, measurement, anti-fraud, and limit tracking.