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.