Some ad tech vendors are pulling back from Google’s Privacy Sandbox amid uncertainty

Amid delays, regulatory backlash, and even its most ardent supporters turning sour, Google’s alternatives to third-party cookies are now murkier than a London fog. It’s no wonder some ad tech vendors are dialing down investments and playing the waiting game for a sunnier forecast.

But unlike those publishers taking more drastic measures, these vendors aren’t abandoning ship altogether; they’re just tightening their purse strings — at least for now, according to five ad execs who were interviewed for this article. 

Here’s how one senior ad tech summed it up to Digiday, anonymously, of course, to avoid any misinterpretations by the peanut gallery.

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