On one handwriting , the full set of marriage offer Google ’s putting frontward do sound like a moderately good slew , especially for the privacy - focused among us . Broadly speaking , the change in what Google calls its “ Privacy Sandbox ” would put a “ budget ” on the amount of data that sites across the web could draw from the masses surf them , and would keep advertisers from tracking those surfers on an individual basis . Instead , users would be lumped into aggregated “ interest groups ” based on their in - web web browser activity , and advertisers could target these instead . While all of this data is generally manage by a range of intermediary , part of Google ’s proposalmandatesthat the browser app — in this case , Chrome — would be alone responsible .
In shortsighted : Google ’s advise to protect our personal detail by … preclude anyone that is n’t Google from getting access . As we ’ve saidbefore , this looks a lot like a stratagem for force , not privacy .
Even if you do n’t give a shit about digital ads ( which , really , who can charge you ) , that point should give you break . Some analysts haveestimatedthat Google ’s parent society , Alphabet , pull in $ 149 billion dollars from digital ads in 2020 — meaning that near to a 25 cents of every dollar spent advertising online end up in Google ’s pocket ; Youtube alone is protrude to have earned around $ 18.5 billion dollars , which would represent intimately 30 % of all on-line video adspend for the entire twelvemonth .
Photo: Robyn Beck (Getty Images)
Unsurprisingly Google has also become the subject ofthree separateantitrust suit that all alleged , in one way or another , that Google’ssteely gripover the digital ad securities industry was the answer of a longstanding track book of anticompetitive behavior .
The CMA is the first sureness to tackle Google ’s proposed Sandbox head teacher on , and striking a balance between consumer secrecy and Google ’s grip wo n’t be easy . Everyone agrees that cookie arecreepy as hell , but theJustice Department , dozensof Attorneys General , and theHouse Antitrust Subcommitteeall agree that Google has grown too big . correctly now , the CMA is in the cognitive process of “ engage with Google ” to understand theobjectively byzantinetechnical roadmap that Google ’s got position out . Its goal right now is figuring out how to accost theprivacy - preservingaspects of the Sandbox , while matter those against Google’sbloated positionin the digital ad securities industry . If all go well , the CMA will emerge with a “ sound cornerstone ” for what should come next .
“ make a more private internet , while also enabling thepublishers and advertisers who bear the free and open internet , take the industry to make major change to the mode digitaladvertising works , ” Google told Gizmodo in a statement . “ The Privacy Sandbox has been an open initiative sincethe commencement and we welcome the CMA ’s involvement as we ferment todevelop new proposal to underpin a healthy , ad - supported web withoutthird - political party cooky . ”
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