It’s been three months since Google delayed its third-party cookie deprecation deadline, but publishers have not restarted their independent tests of Privacy Sandbox in earnest.

And recent studies evaluating the Privacy Sandbox’s performance from ad tech platforms Criteo and Index Exchange, haven’t assuaged publishers’ beliefs that the Sandbox simply is not worth their time, thanks to less than stellar results.

“We 100% divested from Privacy Sandbox testing once they pushed the timeline on deprecation,” said Justin Wohl, CRO of Snopes and TV Tropes. “The resources needed to test against that — and the knowledge that it’s not even representative of the full demand pool being pointed to that inventory — just makes it unsustainable for small shops to do this work.”

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