Google's Privacy Sandbox adoption costs burden small ad-tech firms, industry says

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Google's Privacy Sandbox adoption costs burden small ad-tech firms, industry says - Channel News Asia

Quick Summary:

:Smaller ad-tech firms are raising competition concerns over Google's long-brewing cookies alternative, Privacy Sandbox, at a time when the internet giant's digital ads business is already under U.S.and UK scrutiny.The U.S.

Experts said while larger ad-tech firms such as Taboola and Index Exchange might be less impacted by the introduction of the new technologies, regulatory efforts to ensure fair competition will be crucial in preventing Google from further consolidating its dominant position.

"We've designed and implemented the Privacy Sandbox to support a competitive and thriving marketplace," the internet giant said, as the ad industry was looking to move away from third-party cookies.