Attorney General points out that Google's cookieless mechanism 'privacy sandbox' violates antitrust law
Google has so far targeted advertising has been used in third-party Cookie to be abolished from the Chrome web browser policy has been to clarify the already relevance of users and also advertising while protecting the 'user privacy alternative to this We are advocating a 'privacy sandbox ' as a new web advertising mechanism that 'can support a free and open ecosystem without compromising.' However, it has been reported that this privacy sandbox may violate antitrust laws.
Google's Texas antitrust suit takes aim at Chrome's Privacy Sandbox --The Verge
Texas tacks advertisers''cookie' fight onto Google antitrust suit --POLITICO
In August 2019, Google proposed the 'Privacy Sandbox' as a more privacy-friendly advertising mechanism to replace targeted advertising using third-party cookies. Google is proposing a way to 'identify users as large groups with similar tendencies and preferences and serve different ads for each group,' which introduces machine learning approaches such as Federated learning. By doing so, it will be possible to deliver advertisements that suit each taste while maintaining the privacy of users.
Google declares that it will develop a mechanism that 'protects user information and does not impair the relevance of advertisements' --GIGAZINE
It's a privacy sandbox with many details undecided at the time of writing, but as a way to 'identify users as large groups with similar tendencies and preferences and serve different ads to each group.' , Announces new advertising API ' FLoC '. According to Google, targeted advertising using FLoC can achieve at least 95% of the performance of cookie-based targeted advertising.
What is Google's new advertising mechanism 'FLoC' without third-party cookies? --GIGAZINE
Google's privacy sandbox, but the UK Fair Trade Commission has begun investigating the system, and industry insiders said, 'Privacy sandbox will put open and interoperable technology under Google's control. It is pointed out that it is a violation of the Antimonopoly Act.
Google's new 'cookie-less mechanism' is being watched for antitrust violations --GIGAZINE
Separately, in December 2020, Attorney General Ken Paxton of Texas, USA, said, 'Google used that power to manipulate the market, destroy competition, and harm consumers.' I sued Google for antitrust violations.
Google faces further antitrust lawsuits, this time suspected of colluding with Facebook-GIGAZINE
by Ben Nuttall
Initially, the lawsuit began with nothing to do with Google's privacy sandbox, but the complaint was updated on March 16, 2021 local time, saying, 'Google searches, streaming videos, etc.' Taking advantage of its exclusive position in the market, it broke an independent advertising platform and forced SMEs and the media to use Google's advertising platform. '
Some of this added claim criticized Google's privacy sandbox: 'Google's new scheme, the privacy sandbox, means that consumers access the Internet through Google's web browser, Chrome. It's a mechanism that forces you to do it. '
Blocking third-party cookies can be great for privacy. In fact, browsers like Firefox and Safari are already blocking third-party cookies. However, if Chrome, which has the largest share in the browser market, uses a mechanism like a privacy sandbox, it will force advertisers and their intermediaries to use Chrome, further strengthening the monopoly on Google's advertising system. When it comes to that, Attorney General Paxton argues.
In addition, Attorney General Paxton said, 'Google is trying to use privacy as an excuse to hide its true intentions. Google's real aim is not to stop user profiling or targeted advertising. Tracking and targeting Chrome. Put it at the center, 'he said, criticizing Google and the privacy sandbox.
In response, Google said, 'Attorney General Paxton's allegations contain many misconceptions about our business, including a privacy sandbox to protect the privacy of people browsing the web. The Privacy Sandbox is a step towards protecting your privacy and protecting your free content, and is welcomed by privacy advocates, advertisers and even competitors in our market. Google is in court. I will protect myself from the unfounded claims of Attorney General Paxton. '