The Movement for an Open Web have filed a formal antitrust complaint to the EU Commission against Google, whose Privacy Sandbox initiative limits competitors’ ability to track online users on Google’s Chrome browser.
The Privacy Sandbox favours its own new technology over existing mechanisms that allow other advertising companies to target users. As a result, it will affect thousands of businesses whose models rely upon collecting consumer data, but will enhance the volume and value of the data that Google collects. MOW’s members, a collection of leading advertisers, publishers and data analytics companies, will be directly affected by the wake of Google’s Privacy Sandbox changes.
Read the full blog at MLex.