Without a sign-off from Britain’s competition regulators on the plan published on Friday, Alphabet’s Googles could not remove user-play monitoring technology that is crucial to marketers of its Chrome browser. The firm appreciated the chance to work on its proposal with the regulator to address concerns around privacy and competitiveness.
A revision of the proposal by Google to discontinue support for certain of the cookies in Chrome began by the Competition & Market Authority in January.
Companies within the $250bn global internet advertising sector were alarmed that the deletion of cookies in the most popular browser in the world might damage its capacity to gather and rely on Google’s databases for personalizing adverts.
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