Google’s Privacy Sandbox creates an uneven playing field, small ad-tech firms say

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.

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.