The news: Small advertisers are struggling to make the transition to Privacy Sandbox due to high costs, according to Reuters. The outlet cited 11 ad executives saying Google’s post-cookie advertising solution favored larger firms with more capital and existing tech stacks.
- Google has framed Privacy Sandbox as a tech foundation that advertisers can build upon over time. But for small advertisers with tight budgets, developing a lasting advertising technology system is neither easy nor cheap.
Zoom out: Google has delayed the end of third-party cookies on Google Chrome multiple times, most recently due to UK regulator scrutiny. But even before this year’s delay, advertisers were anxious about moving away from cookies after decades of use to a yet-unproven system.