Google has committed to limit how it uses advertising data in order to resolve privacy and competition concerns as it orchestrates its Privacy Sandbox with the UK’s Competition and Markets Authority.
Google tried to assuage growing online privacy concerns in 2019 by introducing new web standards that would put limits to how advertisers access user data to target their ads as part of the Privacy Sandbox project. The goal was to control third-party cookies that allow unauthorized tracking on the web with new digital advertising tools. Earlier this year, though, the UK’s Competition and Markets Authority (CMA) launched an investigation into the project. Now, the CMA has announced that it has secured Google’s commitments to limit how it uses data in order to address privacy and competition concerns.
