The logo of Google is pictured during the Viva Tech start-up and technology summit in Paris, France, May 25, 2018. REUTERS/Charles Platiau/File Photo
Google (GOOGL.O) has given commitments to Britain's competition regulator over its plan to remove third-party cookies from its Chrome browser, the Competition and Markets Authority said on Friday.
The data watchdog said the commitments were a result of action it launched against the U.S. tech giant in January following concerns raised by publishers that its proposals could restrict competition in digital advertising. read more
Third-party cookies are used by digital advertisers to personalise and target advertising, helping fund online content for consumers, such as from news publishers.
But they also present privacy concerns by allowing consumers' behaviour to be tracked in ways that many individuals feel uncomfortable with.
Its new technology - called the Privacy Sandbox - aimed to develop new digital advertising tools to protect people's privacy and prevent covert tracking, while supporting a thriving ad-funded web, it said in a blog post on Friday.