UK’s competition authority greenlights Google’s Privacy Sandbox

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February 11, 2022, 5:14 PM GMT+0

The CMA has been investigating Google’s cookie-deprecation plan for over a year.

The British anti-competition body, the Competition and Markets Authority (CMA), has accepted Google’s Privacy Sandbox proposal. Though Google had failed to convince the Authority of commitments on the Sandbox earlier, it has now been greenlit based on recent updates. The proposal lays out how the search engine giant plans to develop the post-cookie future of interest-based ad targeting online without affecting user privacy.

“The commitments we have obtained from Google will promote competition, help to protect the ability of online publishers to raise money through advertising and safeguard users’ privacy,” read the statement from Andrea Coscelli, the CMA’s chief executive. The CMA also notes that it could reopen an investigation and impose interim measures in the future, if it is not satisfied with how the Sandbox is being developed.

The Authority also reaffirmed that Google would not be getting rid of tracking cookies until it is satisfied that competition concerns have been addressed. According to the CMA, other changes expected shortly include the appointment of a monitoring trustee.

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