The UK ad watchdog is likely to halt Google's plan for ending support for third-party cookies.
The UK competition regulator is looking deep into Google's ad practices. It is set to hold Google's decision to stop ending support for third-party cookies if it believes this transition would harm the competition.
The Competition and Markets Authority (CMA) opened an investigation into Google's Privacy Sandbox. The regulator can order a standstill of at least 60 days on any move by Google to remove its cookie support.
The regulator can also block Google's broader Privacy Sandbox technology transition if the regulator finds the shift harms competition in any way. However, Google said, "We will work with the CMA to resolve concerns and develop agreed parameters for the testing of new proposals, while the CMA will be getting direct input from the ICO".
[12 minute read]