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

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. 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.