Antitrust Watchdog's Privacy Sandbox Guidance Spurs Questions on Buy-Side Involvement

A critical time for driving revenue could see buy-side partners opt out of testing

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In its latest quarterly report released late last week, the U.K. antitrust watchdog has provided guidance for ad-tech firms, publishers, and advertisers to test the Privacy Sandbox tools, expecting most testing to take place from Q4 2023 and asking for results to be submitted by the end of Q2 2024 at the latest.

So far, the Competition and Markets Authority (CMA) has concluded that Google has adhered to the legally binding commitments during the reporting period spanning from July to September this year.



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