Google's "Privacy Sandbox" project will proceed with the UK’s CMA taking a direct hand due to concerns that whatever Google develops will allow it to take an even greater share of the search advertising market.
Google is now calling for Privacy Sandbox technologies to be in place in the Chrome web browser and available to third party developers by the end of 2022, and for tracking cookies to be phased out of the browser beginning in mid-2023.
The "Privacy Sandbox" initiative proposed by Google could bring major changes to the online advertising industry, disabling third-party cookies entirely in the Chrome browser. Could this be considered anticompetitive?
Google's privacy sandbox proposal now plans to phase out third party cookies from the Chrome browser by 2022, and has laid out what is at least a theoretical roadmap to preserving the targeted ad industry without the major incursions into user privacy that are so common today.