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The British gendarme of the competition announced on Friday the opening of an investigation against Google, fearing that the planned changes of his Chrome browser will consolidate its dominant position in online advertising.
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Google announced in early 2020 that it will give itself two years to remove third-party cookies from its market browser. An online advertising giant, Google intends to use this enhancement to develop and offer its program to advertisers. “Privacy Sandbox“However, cookies, electronic identification modules that track Internet users, are certainly denounced by privacy activists, but”plays a key role in online advertising“, Notes in a press release the competition authority, CMA (Authority for Competition and Markets). They help companies target their ads effectively and therefore fund free online content, especially for newspaper headlines.
Google would like to allow advertisers to target and measure advertising campaigns without the use of cookies, but it remains unclear how to do this, which could lead to greater group control. American market. “The Google Sandbox Privacy Project will potentially have a significant impact on publishing companies, such as newspaper headlines and the online advertising market.“, Emphasizes Andrea Coscelli, the general director of CMA. The argument brought by Google, when it unveiled its proposals a year ago, was to strengthen the defense of privacy. The US giant has committed to launch consultations before making changes in 2022 as planned.
«Creating a more private internet while encouraging publishers and advertisers who support free and open internet requires major industry changes in the way online advertising works.“, He estimates a spokesperson for Google, stating that he will welcome the CMA announcement. The latter specifies that it has an open mind and does not yet have a position at this stage on a possible breach of competition law. She continues to work with Google while the project is under development.
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Possible changes in online advertising occur because Google is regularly accused by the press of profiting from its content without sharing revenue. To address this issue, the EU introduced in 2019 aneighboring rightWhich provides for the remuneration of press editors. Following reluctance, Google signed agreements with French newspapers in November to pay for the use of their content, a world premiere.
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