Publishers fear Google’s ‘top-level seller’ status within Privacy Sandbox proposals

Publishers’ concerns regarding Privacy Sandbox are well documented; they are apprehensive that the new system could significantly reduce the effectiveness of targeted advertising in Google Chrome. This, in turn, could lead to a substantial dip in ad revenue, a prospect that is causing considerable unease. 

Despite such legitimate concerns, that’s kind of the whole point, right? Some of the liberties taken by actors in the online ecosystem have caused outrage among the public and sparked regulatory oversight.  

Therefore, Google, with its political air cover, is poised to introduce fundamental changes to the entire ad ecosystem. This move has been widely anticipated, as many have called for alterations to how online advertising works, particularly in relation to user targeting and measurement tracking. 

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