> While there is much to like about these rules for privacy, the cost of implementing it has meant consolidation in Europe’s ad-tech market. The American giants

> While there is much to like about these rules for privacy, the cost of implementing it has meant consolidation in Europe’s ad-tech market. The American giants have emerged as the clear winners. I'm in the European ad-tech market and I'm confused about what he's discussing here, consolidation where? Which countries? Google and FB were already the largest players because they have always had the most personal information about users, and the most ubiquitous and unblocked tracking cookies. Nevermind GDPR, what's screwing over European ad-tech currently is the moves by browser makers on blocking third party cookies by default, especially Firefox which is up to 30 - 40% of the market we see - the industry has been addicted to them for years and has refused to move away from them despite warnings from engineers that sooner or later they'll be blocked by default.