It’s easy to drag Google for this but it’s not entirely in the company’s hands. The tech giant is working closely with the UK’s Competition and Markets Authority to ensure that any tools it implements to replace the cookie’s tracking and measurement capabilities aren’t anti-competitive. These tools are known collectively as the Privacy Sandbox and Google says it has to wait until the CMA has had “sufficient time to review” results from industry tests that’ll be provided by the end of June.
drawn complaints from The CMA isn’t the only regulatory agency giving the side-eye to the current iteration of these Privacy Sandbox tools. The UK-based Information Commissioner’s Office drafted a report that indicated these tools could be used by advertisers to identify consumers,Those in the ad industry want to see cookies given the heave-ho, despite complaints about Privacy Sandbox.
Source: Gaming Daily Report (gamingdailyreport.net)
UK’S Competition And Markets Authority Chrome
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