A new system pointed out to be 'worst' under development by Google starts investigation as soon as possible due to violation of antitrust law

Google is already being sued for numerous antitrust violations, but the cookieless advertising mechanism `` privacy sandbox '' that Google is building and testing also eliminates rivals and monopolizes Google's advertising market. It turned out that it began to be investigated for violation of the antitrust law (antitrust law) as a suspicion of strengthening. Depending on the results of the investigation, it is believed that new lawsuits may occur.

Exclusive: Google's privacy push draws US antitrust scrutiny - sources | Reuters
https://www.reuters.com/article/us-tech-antitrust-google-exclusive-idUKKBN2BA10I

Google's Next-Gen FLoC Ad Tracking Tech Draws US Antitrust Probe | HotHardware
https://hothardware.com/news/google-floc-ad-tracking-antitrust-concerns

In January 2020, Google announced that it would ``remove support for third-party cookies in Chrome within two years,'' and then built a new advertising system that uses alternatives to third-party cookies. We are doing it in the proposal. Since the second half of 2020, the use of APIs such as `` FLoC '' and `` Fledge '' has been proposed as a new mechanism in the privacy sandbox, and tests have actually started.

On the other hand, there has been concern for some time that the new mechanism Google is devising will ``strengthen Google's monopoly on the advertising market,'' and the Electronic Frontier Foundation has written a sentence that points out that FLoC is ``the worst.'' It is open to the public.

The Electronic Frontier Foundation points out that 'FLoC' that Google plans to introduce is the worst - GIGAZINE

Google has been sued for numerous antitrust violations, but on March 17, 2021, Texas Attorney General Ken Paxton updated one of the complaints, criticizing the privacy sandbox. Added.

Attorney General points out that Google's cookieless mechanism 'privacy sandbox' violates antitrust law-GIGAZINE

According to Reuters, information from four sources has revealed that the Justice Department has begun investigating the impact of Chrome's policies related to cookies on the advertising and news industries. 'Chrome accounts for 60% of the browser market, and Google itself collects user data using 'loopholes' such as cookies, analytics tools and other sources, while rivals do not use cookies to track users. A source said that the focus of the investigation team is that they are trying to make it possible.

Executives from more than a dozen companies involved in digital advertising have already spoken to the Department of Justice investigative team. However, the Justice Department has declined to comment on the matter.

To date, the antitrust lawsuits have not included ad technology-related actions, but the outcome of this investigation could lead to new lawsuits or add to the Texas lawsuits. It is