Google faces UK scrutiny over new advertising data revamp
The IndependentFor free real time breaking news alerts sent straight to your inbox sign up to our breaking news emails Sign up to our free breaking news emails Sign up to our free breaking news emails SIGN UP I would like to be emailed about offers, events and updates from The Independent. Read our privacy policy Google faces fresh regulatory scrutiny in Britain over plans to revamp its ad data system, after a group of competitors complained to regulators that the changes would cement the U.S. tech giant's online dominance Marketers for an Open Web, a coalition of technology and publishing companies, said Monday that it's urging the U.K. competition watchdog to step in and force Google to delay the rollout of its “Privacy Sandbox” scheduled for early next year. “We take the matters raised in the complaint very seriously, and will assess them carefully with a view to deciding whether to open a formal investigation under the Competition Act,” it said in a statement, adding that if the concerns need urgent attention, it would consider using “interim measures" to stop any suspected anti-competitive conduct pending a full investigation. Marketers for an Open Web said Privacy Sandbox will deny news publishers access to the cookies they use to sell digital ads, which will greatly crimp their revenues. The group said Google’s changes will move the digital ad business “into the walled garden of its Chrome browser, where it would be beyond the reach of regulators.” It wants a delay until authorities come up with long term remedies to mitigate Google's dominance over key parts of the web.