Google-s Privacy Sandbox adoption costs burden small ad-tech firms
The US and UK regulators suspect that Privacy Sandbox, which has been in the making for five years, could give Google too much control over the digital advertising market, harming competition. Google 's dominance through Chrome and Android platforms, which command the lion's share of internet users, makes adapting to Privacy Sandbox a critical necessity for ad-tech firms.
At least 11 ad executives told Reuters that Privacy Sandbox may create an uneven playing field that favors larger firms with greater funding and technical prowess. "We've designed and implemented the Privacy Sandbox to support a competitive and thriving marketplace," the internet giant said, adding that Google has seen the ad industry investing in solutions to move away from third-party cookies.
Stein said Audigent, which helps advertisers improve ad targeting and publishers boost ad revenue, has invested "several million dollars" into Privacy Sandbox over the past few years, representing a substantial investment considering its annual revenue of about $150 million. "Having a whole developers' team, spending multiple years on a project is a huge investment for a small-medium sized company," said Luckey Harpley, staff product manager at Remerge.
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