Why we must engage with regulators for a healthier ad tech ecosystem

We live in a time when certain dominant tech players wield unchecked power to make sweeping changes, like removing signals that businesses depend on. As anyone in the ad tech world knows, the threat of cookie deprecation loomed large earlier this year.

While some argue these initiatives may have certain benefits, like enhancing privacy or fostering innovation, without proper oversight, they can cause significant disruption to the wider ad tech ecosystem.

Despite Google announcing a consent mechanism for third-party cookies in July, questions linger. The lack of a clear road map has left all parts of the advertising chain in limbo.

Many industry players, 60% according to an ID5 survey, believe the delay is linked to the ongoing U.K. Competition and Markets Authority (CMA) investigation into cookie removal and Privacy Sandbox.

By acting as a referee, the CMA plays a vital role in maintaining fair market competition, especially in ad tech, where it monitors dominant players like Google and Meta to prevent anticompetitive practices.

But regulators like the CMA can’t uphold this system of checks and balances on their own. This process requires input from industry players to create a more balanced playing field. Engagement is not just important — it’s essential.

As Google continues to provide information regarding the user experience in Chrome, industry players must seek out opportunities to voice their concerns.

It’s like participating in an election: If you don’t vote, you can’t complain about the results. Through active participation, industry members can create a more inclusive path forward, where everyone’s interests are taken into account.

We need more industry experts to share their knowledge with regulators. But there are certain things to keep in mind to make this engagement beneficial for the entire digital advertising community.

Engaging with regulators is about much more than representing your organization’s specific interests. It’s an opportunity to provide a broader perspective on how decisions made by dominant players can impact the entire industry. Walled gardens, independent players and everyone in between need to be part of the conversation.

It’s natural to approach these conversations as an advocate for your company or job function. However, the best way to engage is simply as an industry expert.

Regulators seek insights that go beyond individual company concerns — they want to understand how the industry operates, where the pain points are, and what solutions could create a more balanced and competitive environment.

This engagement helps regulators make informed decisions that steer the industry toward a fairer and more sustainable future.

By offering insights into the market dynamics and the ripple effects of dominant players’ actions, we can help create a system of checks and balances that prevents disruption and ensures fair competition.

The CMA will publicly consult the industry in Q4 2024 before making a decision on whether to accept Google’s changes to its initial commitment. At this time, the CMA also plans to provide an update on its stance relating to Privacy Sandbox tools and assessment of the testing results.

Working together, we can establish clear boundaries that protect smaller, innovative companies from being forced to react to sudden, unilateral changes by dominant players that unfairly harm competition.

This collaboration isn’t just beneficial for individual organizations — it’s essential for the health of the entire ad tech ecosystem.

This op-ed represents the views and opinions of the author and not of The Current, a division of The Trade Desk, or The Trade Desk. The appearance of the op-ed on The Current does not constitute an endorsement by The Current or The Trade Desk.