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Posted on: Friday 11 June 2021 | IAB UK
Following an announcement from the Competition and Markets Authority (CMA) that Google has committed to address its concerns about the removal of third-party cookies in Chrome, here’s what it means for the digital ad industry
In January 2021, the CMA launched an investigation into Google’s Privacy Sandbox in response to concerns that Google’s plans for the removal of third-party cookies from Chrome and its introduction of alternatives could impede competition in digital advertising markets. Google welcomed this development and has described it as an “opportunity to engage with a regulator with the mandate to promote competition for the benefit of consumers”.
Google has now announced a range of binding commitments to address the CMA’s concerns. These include:
You can read the full list of commitments here. The CMA has now launched a consultation on whether to accept Google’s commitments, which you can respond to by submitting written representations to Angela Nissyrios and Simon Deeble at [email protected] by 8 July 2021 at 5pm.
Commenting on the developments, IAB UK’s CEO Jon Mew, said: “At the IAB, we have always been really clear that the phasing out of third-party cookies is an opportunity to reset the ad-funded web for the better, which is why we have laid out clear principles that we believe any viable User ID solutions must meet. I think that the CMA’s investigation into Privacy Sandbox and Google’s commitments to address its concerns about the potential impact on competition are an important and valuable part of this process.
“The phasing out of third-party cookies is the most seismic shift that the digital ad industry has ever experienced and it’s only right that developments in this space are subject to appropriate regulatory oversight and scrutiny."
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