06:11 AM EDT, 09/10/2024 (MT Newswires) -- (Updates to include a comment from Google ( GOOG ) in the last paragraph.)

Privacy Sandbox, the cookies alternative of Alphabet's (GOOG, GOOGL) Google ( GOOG ), could favor bigger advertising technology and impact competition in the market, Reuters reported Monday, citing unnamed advertising executives.

At least 11 ad executives raised their concerns to Reuters, saying smaller firms could face financial risks related to Privacy Sandbox's timeline as delays also extend their development costs for platforms to adopt the cookies alternative.

Reuters said Privacy Sandbox has faced delays as US and UK regulators probe Google's ( GOOG ) controlling position in the digital advertising market. According to the report, Google's ( GOOG ) market position, through its Chrome and Android platforms, could make Privacy Sandbox's adoption critical for advertising technology firms.

A Google ( GOOG ) spokesperson told MT Newswires that Privacy Sandbox is designed and implemented "to support a competitive and thriving marketplace." The spokesperson also noted that the application programming interfaces were developed based on feedback from stakeholders such as regulators, publishers, web developers and participants across the advertising industry.

(Market Chatter news is derived from conversations with market professionals globally. This information is believed to be from reliable sources but may include rumor and speculation. Accuracy is not guaranteed.)

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