“We’re discussing with Google what additional restrictions could also be utilized on Google’s use of first-party information to focus on and measure adverts on Google’s owned and operated (O&O) stock,” the report learn. “We’re acutely aware of the danger that advert spend might transfer away from open show and into O&O stock (or ‘walled gardens’) – relying on the general influence of the Privateness Sandbox adjustments.”
The CMA additionally doesn’t need Privateness Sandbox to power extra of the trade into utilizing Google’s advert tech. It’s significantly regarding that one resolution to Protected Audiences API preferences is Google’s advert server Google Advert Supervisor over different ad-tech instruments.
“We’ve dedicated to design and implement the Privateness Sandbox proposals in a manner that doesn’t distort competitors by self-preferencing our personal enterprise, and to take into consideration influence on competitors in digital promoting and on publishers and advertisers, no matter their measurement,” a Google spokesperson advised Adweek, noting the corporate welcomes suggestions.
The CMA additionally highlighted that Google’s attribution resolution must be interoperable with different browsers, like Safari and Firefox.
The regulatory physique can also be trying into whether or not as soon as cookies go away, Google will desire privateness sandbox over different alternative options.
Google should show that Privateness Sandbox will proceed to be truthful over the long run
One of many CMA’s best considerations is how the Privateness Sandbox will police the trade and itself after implementation. A Google spokesperson advised ADWEEK that the corporate agrees {that a} governance mannequin is vital to the success of Privateness Sandbox.
As an illustration, the CMA needs to make sure that Google’s interest-based concentrating on resolution Matters is truthful to all publishers and isn’t biased towards Google. And it needs to make sure the attribution reporting API will all the time accumulate as little consumer information as doable.
“Google at the moment retains important discretion over how Privateness Sandbox works,” the report says. “This creates a danger of self-preferencing.”
