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It’ll all be different now that the U.K.’s antitrust authority has come to the rescue.  At least, that’s what James Rosewell, CEO and co-founder of 51Degrees, a small ad tech fish in a Google-dominated pond, hopes will happen now that the country’s competition oversight agency is expected to play a role in the process Google has guided in developing cookieless tracking and targeting tech.  The Worldwide Web Consortium an international web standards body also known as the W3C is hosting the Privacy Sandbox initiative to develop methods for tracking, ad targeting and measurement to replace third-party cookie-based approaches. But Google is driving the initiative, which it developed in connection to its now-delayedplans to disable third-party cookies in its much-used Chrome browser. And ad tech providers like Rosewell feel like Google’s involvement has unfairly tipped the Privacy Sandbox process in the digital ad giant’s control.

Wendy seltzerSimeon thorntonWorld wide web consortiumCentre for economic policy researchUs department of healthHuman servicesUs federal trade commissionWeb advertising business groupMarkets authorityPrivacy sandboxOpen webEconomic policy researchTrade commissionImproving web advertising businessவெண்டி ஸெல்ட்ஸர்உலகம் பரந்த வலை கூட்டமைப்பு