The U.K. Competition and Markets Authority (CMA) now has 111 capacity issues over Google’s Privacy Sandbox, in step with its April Q1 2024 file. That’s up from seventy two in the CMA’s Q4 2023 record, released January.
Why we care. The CMA’s January report made it clear that Google couldn’t proceed with third-party cookie deprecation. Sure enough, Google announced a third postpone inside the phase-out of cookies, with hopes to complete the process in 2025. But once more, this is only a put off. Third-birthday party cookies will depart.
Why the issues? The CMO and the U.K.’s Information Commissioner’s Office (ICO) are involved the Privacy Sandbox ought to make Google even more dominant, giving them an unfair advantage that would hurt advertisers, competing advert structures, publishers and users.
Multi-touch issues. One addition to the file is round issues over Google’s method to attribution:
“Stakeholders have expressed in addition issues around Google’s technique to multi-contact attribution, arguing that ‘unmarried contact’ attribution is possibly to gain Google.”
“For instance, a modern consumer adventure may also contain seeing an ad numerous instances on special residences (e.G. A writer website, their social media feed, and so forth) earlier than the user takes an movement. Users can also act on their motive to convert by way of attempting to find the advertised product. Stakeholders are worried that Google is probable to be the ‘remaining touch’ and therefore seize more of the cost from conversions than other marketplace members.”
“We have shared this comments with Google and await its reaction.”
What is Google’s Privacy Sandbox?
Google is introducing the Privacy Sandbox application as an opportunity to 0.33-birthday party cookies to allow advertisers to deliver centered advertisements in Chrome even as minimizing flawed move-website and cross-app tracking.