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What’s next. The CMA plans a public consultation on any proposed changes to the commitments in Q4 2024. Industry stakeholders, including ad tech companies and publishers, will have a chance to provide feedback.
The Information Commissioner’s Office (ICO) also remains closely involved, focused on ensuring both competition and privacy are protected as the Privacy Sandbox evolves.
What they are saying. “We believe our approach supports healthy competition across the industry while improving user privacy. This approach, which lets people make an informed choice that applies across their web browsing, is still being discussed with regulators and we will share more details at the appropriate time.” a Google spokesperson told us.
Bottom line. Despite Google’s shift away from a full third-party cookie deprecation, the CMA is maintaining intense scrutiny over the Privacy Sandbox’s development. The regulator wants to ensure any changes preserve competition while also safeguarding user privacy.