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The launch of the new technology is postponed due to privacy disputes.
Google's project to implement a new advertising technology, Privacy Sandbox, has run into problems in the UK. The Competition Authority (CMA) has again raised concerns about the disruption of competition, which has led to another launch delay.
Google originally planned to phase out third-party cookies, but this summer the company changed its plans and offered users the choice of either continuing to use cookies or switching to the Privacy Sandbox, which doesn't track activity through cookies. Moreover, users will be able to completely abandon targeted advertising in favor of contextual ads, which would potentially strengthen privacy protection.
The CMA doubts that such a choice will help maintain competition in the advertising market, as refusing cookies could increase dependence on Google tools. The CMA is studying the changes and plans to make a decision by the end of 2024. The agency stressed that Google is obliged to take into account the comments, otherwise the project may be radically revised. In turn, Google has already agreed not to stop supporting cookies without the consent of the regulator.
Google continues to cooperate with regulators and argues that the company's approach supports competition and empowers users to make informed choices.
Some experts are concerned that the persistence of third-party cookies may have a negative impact on users' privacy. Independent consultant Lukas Olijnik noted that changes in the regulator's priorities could undermine users' trust in digital advertising and harm their interests.
The main goal of the Privacy Sandbox is to improve users' privacy on the Internet by restricting third-party access to users' personal data and reducing tracking through cookies. At the same time, Google seeks to preserve the functionality of digital advertising, which finances most of the free content on the Internet.
Source
Google's project to implement a new advertising technology, Privacy Sandbox, has run into problems in the UK. The Competition Authority (CMA) has again raised concerns about the disruption of competition, which has led to another launch delay.
Google originally planned to phase out third-party cookies, but this summer the company changed its plans and offered users the choice of either continuing to use cookies or switching to the Privacy Sandbox, which doesn't track activity through cookies. Moreover, users will be able to completely abandon targeted advertising in favor of contextual ads, which would potentially strengthen privacy protection.
The CMA doubts that such a choice will help maintain competition in the advertising market, as refusing cookies could increase dependence on Google tools. The CMA is studying the changes and plans to make a decision by the end of 2024. The agency stressed that Google is obliged to take into account the comments, otherwise the project may be radically revised. In turn, Google has already agreed not to stop supporting cookies without the consent of the regulator.
Google continues to cooperate with regulators and argues that the company's approach supports competition and empowers users to make informed choices.
Some experts are concerned that the persistence of third-party cookies may have a negative impact on users' privacy. Independent consultant Lukas Olijnik noted that changes in the regulator's priorities could undermine users' trust in digital advertising and harm their interests.
The main goal of the Privacy Sandbox is to improve users' privacy on the Internet by restricting third-party access to users' personal data and reducing tracking through cookies. At the same time, Google seeks to preserve the functionality of digital advertising, which finances most of the free content on the Internet.
Source
