Google’s plan to deprecate third-party cookies is facing a hurdle as the UK’s Competition and Markets Authority (CMA) has raised concerns regarding competition issues related to Google’s Privacy Sandbox program.
The CMA has expressed concerns about Google benefiting from user data while limiting competitors’ access, potentially advantaging its ad tech services, and hindering the identification of fraudulent activity by publishers and advertisers.
A delay in deprecation could give brands additional time to explore alternatives. However, Google still has time to address the concerns before the planned deprecation in the second half of 2024.
The CMA is working with Google to resolve these issues and will provide an update in its next quarterly report in April 2024.
The CMA aims to ensure fair competition and is particularly focused on addressing concerns related to the design of Privacy Sandbox tools and preventing self-preference of Google’s advertising services.
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