Tech

UK competition regulator oversees Google’s planned ad tracking changes

UK competition regulator oversees Google’s planned ad tracking changes

The UK Competitive Markets Authority (CMA) announced on Friday that it will work with Google on its plans to remove third-party browser cookies and other features from Chrome browsers.

The move came after search giants last week announced a series of proposals to end the antitrust investigation that CMA launched earlier this year.

In a blog post, Google’s General Counsel Oliver Bethel said when the CMA began investigating Google’s privacy sandbox initiative, “with regulators on a mission to promote competition for the benefit of consumers. We welcomed the opportunity to cooperate. ” .. “

“This process also recognizes the importance of coordinating privacy and competition concerns,” Bethel said.

He described the review as “the first” with integration of regulators and expertise where the Information Commissioner’s Office (ICO) provides information directly to the CMA about Google’s approach.

Google announced its privacy sandbox plan in August 2019, arguing that it will help digital advertising companies target web users while making web surfing more private.

As part of a new scheme, Google proposes to store and process all user data in a web browser, evaluate user interests using machine learning algorithms, and target users with relevant ads. I will. This initiative includes what is called the Federated Learning of Cohorts (FLoC), announced in March.

Google says the data is presented to advertisers in the form of crypto tokens that obscure the identity. This allows advertisers to confidently target their ads without having to identify them directly.

However, critics have warned that the scheme will remove advertising, login, and many other features from the open web and put them under Google’s control.

Last November, a UK technology and publisher alliance filed a complaint with CMA requesting regulators to postpone the rollout of Google’s privacy sandbox technology. Open Web (MOW) marketers, a group of publishers, marketers and supply chain vendors, have delayed the privacy sandbox so that regulators can “develop long-term competitive remedies to mitigate.” Gives more time to. ” [Google’s dominance]”.

There is also growing concern about whether Google’s proposal complies with the European GDPR Data Protection Regulation.

In its latest blog post, Google announced a series of efforts on how it plans to develop and deploy changes.

According to the company, the plan should be transparent and implemented without undue profits. We also promise not to combine users’ Chrome browsing history or Google Analytics with advertising products.

The CMA states that these commitments appear to address concerns, but they also open public consultations to help decide whether to accept them.

Regulars say they are particularly interested in hearing opinions about whether the proposed commitments are sufficient to address concerns about:

  • Unequal access to features related to user tracking
  • Self-priority Google’s own advertising technology provider and inventory owned and operated
  • Imposing unreasonable conditions on Chrome web users

Anyone wishing to comment on Google’s proposed commitment must submit a written statement by July 8, 2021.

Google states that if the proposed commitments are accepted by the CMA, they will be applied globally.

UK competition regulator oversees Google’s planned ad tracking changes

Source link UK competition regulator oversees Google’s planned ad tracking changes

Back to top button