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This make out on top of theU - turn that Google madearound third - company trailing cooky . Originally they were going to be depreciated ; as of July , cookie look like they are here to stay .
The CMA has been probing Google ’s Privacy Sandbox plan sinceJanuary 2021 , follow aNovember 2020complaint by a coalescence of digital marketing companies — which is one reason the task has been so torturously tiresome . But dull is starting to look like a flat out no from the U.K. regulator .
In acase updateTuesday , the CMA tossed yet another twist into Google ’s work , writing that it has “ competition concerns ” about its most recent revisions . Earlier commitments the tech giant had contribute it would also necessitate to be updated to reflect “ the phylogenesis in Google ’s design Privacy Sandbox web web browser changes , ” it said .
substance — at the very least — further delays to a project that ’s already twelvemonth over its original schedule .
The CMA said it ’s discuss changes with Google , and Google would be required to address its competition vexation — but it has yet to specify exactly which elements of the revised proposal are not yet meeting the marking . But one affair is cleared : Google ’s propose displacement to a user - option architecture is on ice while the governor count impact .
“ If the CMA is not able to agree changes to the dedication with Google which address the competition concerns , then the CMA will view what further activity may be necessary , ” the governor also compose , again without stipulating what options might be on the table at that point ( Google already concord not to end funding for tail cookies without the CMA ’s agreement ) , adding that it will “ publically consult before taking any conclusion on whether to accept changes to the commitments , and is aiming to do this in Q4 2024 . ”
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The regulator plans to provide an update on what it couches as its “ eyeshot concern to the Privacy Sandbox tools and its assessment of testing and trialling results ” in the last twenty-five percent of the yr . So that tinkling haphazardness you may see is the sound of a very battered can being kicked down the route yet again .
Ad targeting: Who gets to choose?
This latest CMA intervention pertains toa retool approach Google announced this summerwhen the tech colossus suggested it mightnotkill off third - party trailing cookie after all .
Instead , Google hint it could ply user of its prevalent Chrome browser app with a choice over whether they need to see ads based on third - party surveillance of their web activity ( i.e. , give chase cookies ) or opt for ads targeted using Privacy Sandbox , Google ’s substitute tech for personalized ad targeting , which does not bank on cookies to track and profile users .
The logical implication of Google ’s offer was also that its proposed pick computer architecture for Chrome could rent users opt out of trailing - basedorpersonalized ads solely — that is , by tender a barren choice to say no to any such tracking ( and , presumptively , be serve contextual ads instead ) . Which would be outstanding news for people ’s concealment .
However , the digital marketing companies that have ready their sights on derail Chrome ’s deprecation of tracking cookie are n’t likely to be sports fan of let WWW users get that much agency over online ads .
The CMA ’s assessment of Privacy Sandbox is also apparently being conducted through a pure - play competition lens — so its caper is to pay close attending to such complaints .
The contender regulator declined to reply to question about its approach . But we understand the CMA is relate Google ’s revise design to gift exploiter with a choice could go to a substantial simplification in availability of third - party cookies for advert targeting — leading to an increased trust on choice like Google ’s Privacy Sandbox dick .
If the business organisation is that Google could use the Privacy Sandbox project to further intrench its say-so in the adtech smokestack — include as a answer of give WWW users more means to protect their privacy from advertiser — then that ’s a contest - shaped problem .
On seclusion , the CMA has previously enounce it ’s working with the U.K. ’s Information Commissioner ’s Office ( ICO ) , the governor responsible for enforcing national information protection jurisprudence , to consider relevant privacy and user choice aim concerns . However , as we ’ve point out before , the ICO has a long history ofunder - enforce the adtech diligence — despite recognize itslawfulness trouble .
More lately , the ICO ’s actions in this area — going after sure types of defiant cookie consent pop - ups — havefueled the emanation of another problematic advertizing - industry dodge : Consent or pay mechanisms . This controversial approach , which is under legal challenge in the European Union , visit web users acquaint with a consent dada - up that gates contentedness until they either accept tracking or else pay a subscription to access content . So it ’s the literal opposite word of a costless alternative .
And what has the ICO been doing about consent or wage ? It run a consultation earlier this year but has yet to adopt a public position on the legality of the controversial business model — letting a privacy - hostile mechanism mushroom-shaped cloud unchecked in the meanwhile .
All of which is to say that if the U.K. regulator is the best Bob Hope entanglement exploiter have to champion their seclusion rights in a high - stake engagement for the future of the commercial-grade World Wide Web — that pits Google against digital marketers plus the CMA sit in their corner — it does n’t count like a very fair fight . It ’s more like competition is being let to rule a hierarchy of interest group .
accomplish for a response to the CMA ’s latest intervention , Google spokesperson Jo Ogunleye allege the party is engaging with regulator and believes its revised proposal supports rival .
She also e-mail a assertion in which the ship’s company wrote:“We are engaging with the CMA on Privacy Sandbox follow the update coming we ’ve aim , which get people make an informed option that applies across their entanglement browsing . As we nail down this glide path , we ’ll continue to confabulate with the CMA , ICO and other regulator globally and look ahead to ongoing collaboration with the ecosystem to build for a private , advertizing - stand cyberspace . ”
We also seek a response fromLukasz Olejnik , an main advisor who has been tracking the Privacy Sandbox proposal from the startle . “ Keeping third - company cookie is harmful for exploiter welfare , ” he warned , highlighting an apparent change of focus by the CMA .
“ I was highly satisfied with how professionally the CMA set about the migration to a privacy - better web in way to respect competition , ” he also told TechCrunch . “ However , since the last few months , I see a significant chemise in priorities of enforcement . ”
speculate on what might be behind a shift , Olejnik noted there has been a change of government in the U.K. — but allege it ’s hard to explain why the governor may have reconfigured its anteriority in this area .
“ Until now the CMA had a full understanding that third - party cookie are tough for privacy , information protection , and trust in digital advertising sector , ” he said , sum : “ While I believe that a business case for Privacy Sandbox would still exist , such a stance could jeopardise the privacy quality , and confidence in business concern , of U.K. users . ”
This written report was updated with gossip from the ICO .
