Google Makes Pledges to Solve U.K. Ad Tracking Probe
- CMA says it will study remedies offer on third-party cookies
- Google changes to ‘sandbox’ data collection at heart of probe
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Google’s planned changes to ad tracking may face oversight from U.K. regulators after the company made a set of proposals to end an antitrust investigation.
The Competition and Markets Authority said the commitments come after its probe into Google’s planned phase-out of third-party cookies used by publishers and advertiser to track users and measure the success of advertising campaigns. The CMA said it was concerned that the planned changes could “impede competition in digital advertising markets.”