The investigation will look into proposed 'Privacy Sandbox' changes to Chrome, specifically how the proposed phase-out of support for third-party cookies and other functionalities from the browser could flatten competition. Google would then implement a new set of tools for targeted advertising and other functionality.
The CMA investigation follows complaints of anticompetitive behaviour and requests for the regulatory body to ensure that Google develops its proposals fairly.
Google has framed the changes as pro-privacy. It has agreed to collaborate publicly on the plans before its changes are implemented in 2022.
Online advertising is dominated by Google and Facebook, with the two US tech giants accounting for over 63 per cent of all advertising spending online - a lion's share that is still growing. The companies are facing mounting scrutiny from regulators and lawmakers in the US and EU over allegedly monopolistic practices.
“As the CMA...