The UK’s Competition and Markets Authority (CMA) has launched an inquiry into Google’s plan to remove third-party cookies from its Chrome browser over fears the move will have a “significant impact” on the digital ad market.
Google plans, through its ‘Privacy Sandbox’ proposals, to end support for all cookies except for those that track user activity within a company’s own site, and replace tracking tools with a system that limits and anonymises the information advertisers receive from consumers.
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