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UK competition regulator to supervise Google's Privacy Sandbox changes


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UK regulators have struck an agreement with Google to supervise its changes to the way it tracks people online. The country's competition watchdog said today that it had secured "substantial" commitments from the tech giant that address privacy and competition concerns. Regulators launched an investigation into Google's so-called Privacy Sandbox project in January over fears it would bolster its market power.

Google's replacement for third-party cookies includes cohort IDs that serve ads to clusters of people grouped together based on their shared interests. The process effectively "hides" individuals in the crowd and uses on-device processing to keep a person’s web history private on the Chrome browser, according to the company. However, the changes have sparked outcries from regulators and sections of the ad industry and online publishers who fear Google may bypass its own rules.

As it orchestrates its Privacy Sandbox ...


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