"(T)he changes mandated by Privacy Sandbox will require substantial development and infrastructure investment costs for both buy and sell-side technology companies. Additionally, operational, business, financial, and legal processes for brands, agencies, and media companies will need extensive reworking."
"The implementation of an ad exchange and ad server itself will require significant changes within the programmatic advertising ecosystem, impacting reporting mechanisms, ad rendering and bid decisioning. With Chrome actively participating in the auction of ad inventory, 'it poses great concern if Privacy Sandbox neglects legal and business requirements.'"
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