Google promises 'substantial limits' on usage of user data amid U.K. investigation

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The U.K.'s Competition and Markets Authority (CMA) is concerned over the proposal to remove third-party cookies due to worries it would threaten digital ad competition.

announced a set of commitments on Friday, including limits on the usage of user data as well as giving the CMA an oversight role.

"The emergence of tech giants such as Google has presented competition authorities around the world with new challenges that require a new approach," Andrea Coscelli, the watchdog's chief executive, said. Third-party cookies - snippets of code that log user info - are used to help businesses more effectively target advertising and fund free online content such as newspapers. However, they've also been a longstanding source of privacy concerns because they can be used to track users across the internet.

 

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