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.
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.