By John McCarthy-14 January 2021 15:00pm
The CMA is investing Google s cookie replacement, the Privacy Sandbox
Google’s efforts to rewrite how Chrome users are targeted with ads is now being probed by a UK’s Competition and Markets Authority (CMA) keen to ensure it “develops proposals in a way that does not distort competition”. The Drum explores why Google s Privacy Sandbox, the mission to replace third-party cookie, has come under this close regional scrutiny.
Google is reforging the ad-funded internet. Regulators, such as the CMA, are now all-too-aware that Google holds enough power to cause seismic shifts in the functionality of the web with any minor changes it makes – after all, Google Chrome accounts for around 65.3% of web browsing activity.