Industry executives have raised concerns about Google's Privacy Sandbox during a meeting with the UK's Competition and Markets Authority (CMA). According to an ad industry executive who attended the meeting, companies want to evaluate how the Privacy Sandbox works when buying and measuring advertising, controlling frequency, and personalisation. However, the available supply falls short. This is because, even though the 1% is enough to evaluate the technical specification, it's too low to measure the potential competitive impact on the market as a whole. While the Privacy Sandbox is a set of technology protocols, many of its features require adoption from the entire industry to be useful. After speaking with the CMA, there are still a lot of open questions related to Privacy Sandbox, including how the CMA determines whether Google's changes to Privacy Sandbox reduce competition and what criteria it uses to do so.
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