Even if Google did not have the privacy sandbox features, they would still have first-party cookies and enough data from the services they run (Search, YouTube,

Even if Google did not have the privacy sandbox features, they would still have first-party cookies and enough data from the services they run (Search, YouTube, etc). This puts Google in a different position than what Apple did and means they can't just do the same thing (for competition reasons): 3.34 The Privacy Sandbox Proposals aim to replace TPCs with alternative solutions, while leaving first-party cookies unaffected. TPCs are currently the principal means of achieving common identification of web users on web pages and are therefore a fundamental building block of the open display advertising used by publishers and ad tech providers. While publishers and ad tech providers depend on TPCs to collect information about web users and provide it to advertisers to target advertising and carry out related functionalities such as measuring conversions, the CMA is concerned that Google could use first-party cookies to perform these functionalities in competition with publishers and ad tech providers. 3.35 Although rivals can also use first-party data to provide digital advertising services (as the CMA found in the Market Study), their reach and the quality of their data is in many cases much more limited compared to that of Google. The extensive reach of Google’s user-facing services and its ability to connect data with greater precision (because of its large base of users logged into their Google account) provides Google with a significant data advantage over others.