The CMA said that Google has laid out a set of commitments from Google regarding its 'Privacy Sandbox' plans, which it said risked squeezing competition by removing third-party cookies and other functionalities from its updated Chrome browser.
The new system will split users into cohorts, and rather than a person’s browser history being sent to a central location, their own computer will figure out what they like and assign them to a group with similar interests. Online ads will still be personalised under the system, but Google claims it will afford users greater privacy.
Investigators raised concern that Google concealing user data would impede competition in digital advertising markets. The CMA launched its investigation in June this year and heard from more than 40 third parties, who raised concerns that competition would be affected by the Privacy Sandbox.
In January, the watchdog said the new system will create a walled garden that will...