Google has been working with the UK’s Competition and Markets Authority (CMA) and the Information Commissions Office (ICO) on its plans to use its Privacy Sandbox instead of cookies. The British regulatory authority and others have voiced concerns about Google’s plan, saying it could “unfairly hinder competition” by giving preference to Google’s own advertising products, which would increase the company’s market dominance.
“We remain committed to engaging closely with the CMA and ICO and we hope to conclude that process this year,” the company said. “Assuming we can reach an agreement, we envision proceeding with third-party cookie deprecation starting early next year.”
A cookie is a small file that is downloaded onto a computer when the user visits a website. They can do helpful things, such as remembering preferences, recording what has been added to a shopping basket, and counting the number of people viewing a website. They can also use a person’s identity to allow third parties to bombard users with emails and targeted online ads.
Cookies often ingest and retain sensitive consumer information such as login credentials, personally identifiable information, and browsing history. As a result, the move away from cookies should help reduce some cybersecurity risks.
Over the past few years, the online advertising industry has been undergoing a sea change as regulators restricted how cookies can be used and browser providers moved away from them in response to consumer outcries over privacy. “They often feel surveilled; some even find it ‘creepy’ that a website can show them ads related to their behavior elsewhere,” according to a recent study by the HEC Paris Business School.
Google has said its Privacy Sandbox project will create new standards for websites to access user information without compromising privacy by sharing a subset of user information without relying on third-party cookies. “It will provide publishers with safer alternatives to existing technology, so they can continue building digital businesses while your data stays private,” the company said on its website.
