British competition regulators have recently accepted Google’s promises regarding its Privacy Sandbox project.
Indeed, the Competition and Markets Authority (CMA) has already intervened over concerns that the Google proposals will cause online advertising spending to focus even more on Google, thus weakening competition and harming consumers. Following this, Google has promised to send data about its Privacy Sandbox cookie replacement project to the CMA so it can check it regularly, as well as give a two months’ notice before replacing cookies.
By doing so, Google hopes to convince British competition regulators that its project will not actually hurt other advertising tech companies in the market. The Privacy Sandbox project aims to replace user-tracking cookies in Google products and services by the end of next year without shutting out competitors.
Hence, the company has agreed to implement the project with regulatory oversight and input from the CMA and the ICO.