The proposal to replace Google’s cookies has just cleared a critical barrier

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Concerns about competition over Google’s privacy sandbox have been addressed by Google’s promises

source: makeuseof.

By getting the go-ahead from the UK’s competition authority, Google is one step closer to implementing its new Privacy Sandbox regulations.

According to the Competition and Markets Authority (CMA), Google’s promises to developing its new standards in a manner that doesn’t hinder competition or unjustly benefit Google’s advertising business have been officially recognised.

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Although Google’s new set of guidelines has been formally accepted by the Competition and Markets Authority (CMA), it is still being closely monitored as the search engine continues to refine these recommendations, CMA CEO Andrea Coscelli said in a statement.

Our agreement with Google will help encourage competition, maintain the capacity of online content providers to make money via advertising, and protect the privacy of our consumers. Despite the fact that this is a significant step forward, we are not resting on our laurels. After this, we’ll be watching Google closely to see how it develops these ideas in the future. As part of this process, we will communicate with all market players to ensure that Google is listening to their concerns and ideas.”

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Sandboxes for private information
Ads will now be shown to users based on broad interest categories rather than detailed and often more sensitive data acquired by third-party cookies, after the abandonment of Google’s initial FLoC (Federated Learning of Cohorts) plan.

Having been officially recognised by the CMA, Google has pledged to implement its promises worldwide, and the corporation has said that it will do so. These commitments include a promise by the corporation to develop its Privacy Sandbox concepts in a transparent manner and to make available the findings of any testing they do.

Until the CMA is satisfied that its new options do not create any competition issues, Google says it will not remove third-party cookies from Chrome. The search giant also refuses to exchange data in a manner that provides it an unfair advantage over its rivals inside its own company.

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By the end of next year, Google aims to implement its Privacy Sandbox rules and phase out third-party cookies in Chrome. Firefox and Safari, on the other hand, have already made the decision to disable third-party cookies completely.

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