UK probing Google’s 'Privacy Sandbox' browser changes

Friday, 08. January 2021 11:43

The United Kingdom Competition and Markets Authority (CMA) announced on Friday it launched an investigation into Google's plans to remove third party cookies and other functionalities from its Chrome browser.

Google claims the changes, known as the "Privacy Sandbox" project, would replace third-party cookies with new tools that would target advertising in order to protect consumers' privacy to a greater extent.

"The CMA highlighted a number of concerns about their potential impact, including that they could undermine the ability of publishers to generate revenue and undermine competition in digital advertising, entrenching Google’s market power," the UK regulator stated. "The investigation will assess whether the proposals could cause advertising spend to become even more concentrated on Google’s ecosystem at the expense of its competitors," it added.

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Breaking the News / NP