Google has agreed to work with the UK Competition and Market Authority (CMA) in their privacy sandbox. The CMA began an investigation into the matter Google FLoC In January of this year, when advertisers raised concerns about both Google’s privacy and the impact on competition, Chrome removed third-party cookies.
“The CMA was concerned that without regulatory oversight and control, Google’s alternatives could be developed and implemented in a manner that would impede competition in the digital advertising markets,” he said. CMA website. The idea is that while Google has complete control over how advertisers and publishers use data, there is little overview of how the data is used. “This would cause advertising spending to become even more focused on Google, to the detriment of consumers who end up paying for advertising costs.”
Google’s Responsibilities. The CMA is now reviewing Google’s commitments and “If accepted, the commitments would be legally binding,” the CMA said in a statement.
Google has agreed to communicate with the CMA and the industry regarding changes, schedules, tests, etc. The company also affirms that they “do not create alternative identifiers to track individuals while browsing the web, nor do we use such identifiers in our products. In addition, our ad products do not have access to synced Chrome browsing histories or publishers’ Google Analytics accounts to track users to target and measure ads on our own sites, such as Google search. “
Finally, Google is committed to providing no benefit to us: “Because the privacy sandbox proposals are being developed and implemented, this work will not give Google advertising products or Google’s own sites preferential treatment or benefits.” wrote Oliver Bethell, Director, Legal.
Why it matters. “This marks the beginning of a public debate on these commitments, and once they are formally accepted at the end of the process, we will implement them worldwide. This is the first study of its kind to combine both competition and privacy regulators,” a Google spokesman told Search Engine Land.
Why we care. Depending on the engagement game, this may mean that Google does not implement FLoC as quickly as expected and may take longer to use third-party cookies. This is not the only control of Google and FLoC. Back in March, we saw it on Google FLoC tests did not meet GDPR. And why have several sources written pieces FLoC may not actually protect user privacy. Implementation is likely to be unavoidable, but regulatory review may delay it.