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Friday, 27 November 2020

The company is facing an investigation in Britain over privacy, a case of altering advertising data

Google in trouble: The company is facing an investigation in Britain over privacy, a case of altering advertising data



The Competition and Marketing Authority confirmed the complaint against Google
The decision of the investigation will affect the online dominance of the search engine company Google



Google is facing new scrutiny in the UK for rebuilding its advertising data system, a group of competitors said following a complaint from regulators. This will affect the online dominance of the American tech company Google.

Open Web Marketers, a publishing company and technology group, said on Monday it was urging the UK Competition Watchdog to step up and put pressure on Google to delay its privacy sandbox rollout, which would roll out early next year.




The new technology will remove third-party cookies, which store user information in the device, and will be replaced by Google's tools. That means other information, including login and advertising, will be removed from the open web and will remain under Google's control, the group said.

The CMA (The Competition and Market Authority) confirmed that the organization has received a complaint in this regard. He said further action would be taken to prevent any suspicious anti-competitive behavior if needed.

What is the whole matter?
The complaint is about Google's new system, a matter raised by Watchdog in July, relating to online platforms and digital advertising. The report recommends that the British government adopt a new regulatory approach for Google to make more money through online advertising.
Google says the new technology will not only ensure privacy but also help publishers. Ad-supported web is at risk, the company said.


Read in Gujarati news 

The world's leading browser is Google Chrome

Google Chrome is the world's leading web browser and is based on Microsoft Edge Chromium technology. The CMA said in July that Google controls the UK's 80 8.8 billion search advertising market.
The privacy sandbox will deprive news publishers of access to their cookies, which they use to sell digital ads, Marketer for Open Web said.
The group said the change to Google would turn the digital ad business into a Chrome Garden browser, where it would be out of reach of regulators.

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