In the wake of a UK investigation, Google promises ‘substantial limits’ on the use of user data.
In the wake of the UK’s competition watchdog’s probe into Google’s intentions to eliminate so-called third-party cookies, the tech giant has promised “significant constraints” on its use of user data.
The Competition and Markets Authority (CMA) in the United Kingdom is concerned about the proposal to delete third-party cookies, citing concerns that it will jeopardize digital ad competition. On Friday, Google outlined a set of pledges, including restrictions on the use of user data and a role for the CMA in oversight.
“The CMA is now seeking opinion from others in the industry as part of a public consultation, with the goal of making these promises legally binding,” Google wrote in a company blog post on Friday. “We will apply these pledges globally if the CMA accepts them.”
The promise of reducing user data consumption is based on how the corporation combines a user’s data for digital advertising reasons.
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Google is providing UK regulators a role in overseeing the company’s transition away from ad-tracking technologies in its Chrome browser.
“The advent of tech behemoths like Google has confronted competition authorities around the world with new issues that necessitate a new approach,” said Andrea Coscelli, the watchdog’s CEO.
According to him, the CMA will cooperate with digital companies to “shape their conduct and defend competition for the advantage of consumers.”
With the new technology, Google also guarantees not to bias against competitors in favor of its own ad businesses.
Third-party cookies, which are pieces of code that log user information, are used to help businesses target advertising more effectively and pay free online content like newspapers. However, because they may be used to track users around the internet, they’ve long been a source of privacy issues.
With its proposal to eliminate third-party cookies, Google shook up the digital ad sector, raising concerns that newer technologies will leave even less room for online ad competitors. The plan involves replacing “individual identifiers” with techniques that hide users in large online groups based on their interests while keeping web browsing histories on devices to maintain privacy.
The competition watchdog will seek feedback until July from other players in the tech and digital ad industry on Google’s commitments. Then. This is a brief summary.