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Regulators approve Google post-cookie approach
Advertising regulationGDPR & privacy lawGoogle
A major question mark had surrounded Google’s Privacy Sandbox, the suite of tools and techniques that are intended to succeed the third party cookie; the UK’s competition regulator had been concerned that its proposals had the potential to harm competition and advantage Google’s ad business – the approval marks an important onward step for Google’s plans.
But it also points to a new phase of regulation. One in which authorities are more active and willing to intervene in a development phase of technology rather than after the fact, and potentially after the harm has been done.
What’s going on
Beginning in Jan 2021, the CMA’s investigation looked into whether Google’s plans would damage both consumers (by making ad costs that pass onto consumers higher) and publishers whose visibility over audience and an ability to measure ads could be damaged. Google also announced the changes in a blog post.
Now, the CMA has secured legally binding commitments from the search firm.
Google will not remove third-party cookies until the CMA is satisfied that its competition concerns have been addressed.
The CMA and the Information Commissioner’s Office (ICO) will be involved in Privacy Sandbox proposals to ensure they achieve effective outcomes for consumers to protect both competition and privacy.
Google has agreed to a more transparent process – engaging third parties, sharing test results. The CMA can require Google to address issues it or third parties raise.
Google has committed to restrict data sharing within its ecosystem so it does not advantage its own services once cookies are removed.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。