The Attorney General points out that Google's cookieless mechanism `` privacy sandbox '' violates the antitrust law

Google has announced a policy to abolish third-party cookies , which have been used for targeting advertisements , from the web browser Chrome, and has already replaced this with `` Protecting user privacy while maintaining the relevance between advertisements and users. We are advocating a ' privacy sandbox ' as a new web advertising mechanism that can support a free and open ecosystem without damaging it. However, it is reported that this privacy sandbox may violate antitrust laws.

Google's Texas antitrust suit takes aim at Chrome's Privacy Sandbox - The Verge
https://www.theverge.com/2021/3/16/22333848/google-antitrust-lawsuit-texas-complaint-chrome-privacy

Texas tacks advertisers' 'cookie' fight onto Google antitrust suit - POLITICO
https://www.politico.com/news/2021/03/16/texas-advertisers-antitrust-fight-google-476250

In August 2019, Google proposed a `` privacy sandbox '' as a more privacy-friendly advertising mechanism to replace targeted advertising using third-party cookies. Google has proposed a method of ``identifying users as a large group with similar tendencies and preferences and delivering different advertisements to each group,'' and introduces a machine learning approach such as Federated learning here. By doing so, it is said that it will be possible to deliver advertisements that match each taste while maintaining the user's privacy.

Google declares that it will develop a mechanism that ``protects user information and does not impair the relevance of advertisements''-GIGAZINE

by Pixabay

At the time of writing the article, many details have not yet been decided on the privacy sandbox, but as a way to ``identify users as a large group with similar tendencies and preferences and deliver different ads to each group'' is announcing a new advertising API, FLoC . According to Google, targeting advertising using FLoC can achieve at least 95% performance of cookie-based targeting advertising.

What is 'FLoC', a new advertising mechanism without third-party cookies proposed by Google? -GIGAZINE

Regarding Google's privacy sandbox, the UK's Fair Trade Commission has started investigating the system, and industry insiders have said, ``Privacy sandbox is an open and interoperable technology under Google's control. It is something that is done, ”and it is pointed out that it is suspected that it violates the Antimonopoly Act.

A new ``cookieless mechanism'' devised by Google is facing antitrust violations - GIGAZINE

Separately, in December 2020, Texas Attorney General Ken Paxton said, ``Google used its power to manipulate the market, destroy competition, and harm consumers.'' It sued Google for violating antitrust laws.

Google faces further antitrust lawsuits, now suspected of collusion with Facebook - GIGAZINE

by Ben Nuttall

Originally, the lawsuit had nothing to do with Google's privacy sandbox, but the complaint was updated on March 16, 2021 local time, stating that ``Google will not search, stream video, etc.'' Google used its dominant position in the market to cripple independent advertising platforms and forced small businesses and media to use Google's advertising platform,' added the allegation.

Some of the added claims criticize Google's privacy sandbox, saying, ``Google's new scheme, the privacy sandbox, essentially allows consumers to access the Internet through Chrome, Google's web browser. It is a mechanism that forces you to do it.'

Blocking third-party cookies can be great for privacy. In fact, browsers like Firefox and Safari already block third-party cookies. However, if Chrome, which has the largest market share in the browser market, uses a mechanism like a privacy sandbox, it will force advertisers and their intermediaries to use Chrome, further strengthening Google's monopoly in the advertising system. That is what Attorney General Paxton argues.

In addition, Attorney General Paxton said, 'Google is using privacy as an excuse to hide its true intentions. Google's real aim is not to stop user profiling or targeted advertising. It's about putting it in the center,' criticizing Google and the privacy sandbox.

In response, Google said, ``Attorney General Paxton's allegations contain many misunderstandings about our business, including the privacy sandbox to protect the privacy of people browsing the web. Google's Privacy Sandbox is a step toward protecting user privacy and protecting free content, and has been welcomed by privacy advocates, advertisers, and even competitors in our market. I intend to defend myself against Attorney General Paxton's baseless allegations.'