UK Competition and Markets Authority (CMA) Launches Investigation Against Google
The company was caught in dishonest behavior due to the fact that it offers to delete third-party cookies in the Chrome browser. As you know, cookies allow companies to track user activity on the web so that they can show them ads that are personalized to their interests and “user profile”. At the same time, the tool is criticized every year by privacy advocates who find it too intrusive.
Google has previously announced its intention to remove support for third-party cookies from the branded Chrome browser. At the same time, the AIA emphasizes that they have already received complaints about this initiative. According to the regulator, the company’s actions could lead to the fact that advertising costs “become even more focused on the Google ecosystem at the expense of its competitors.”
“The Google Privacy Sandbox initiative will have a significant impact on online publications, newspapers and the digital advertising market as a whole. In addition, there are issues related to the confidentiality of information. These issues will be investigated in conjunction with the UK Information Commissioner’s Office, ”said CMA executive head Andrea Coscelli.
In 2019, Google introduced a project of private sandboxes that disable third-party cookies and replace them with their own tools, the so-called “trust tokens”. These tokens allow data to be used for advertising without being tied to a specific user. Google wants to get rid of third-party cookies in Chrome by 2022.
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