Antitrust complaint against Google: Chrome browser’s cancellation of cookies affects industry revenue, and the plan has been postponed

Recently, an industry organization represented by advertisers, publishers, and technology companies-"Movement for a Open Web", filed a complaint against Google to the European Union, claiming that Google Chrome’s plan to cancel cookies is a Antitrust behavior will seriously affect the revenue of advertisers and publishers.

It is understood that at the beginning of last year, Google announced that it would phase out Chrome browser support for third-party cookies in the next two years, on the grounds that "users have put forward higher requirements for privacy and data control." But after discontinuing support for third-party cookies, Google started planning to promote its "Privacy Sandbox" technology.

In this regard, publishers and ad technology companies have complained that Google’s so-called privacy sandbox technology will limit their ability to collect information from online users and ultimately affect their ability to provide more valuable advertisements.

As we all know, cookies have been the “cornerstone” of digital advertising for 25 years, and third-party cookies are the most commonly used tool for accurate cross-platform advertising.

Therefore, as a browser commonly used by most Internet users at present, Google Chrome (browsers based on Chrome technology, such as Microsoft Edge browser, will also implement the policy of canceling cookies) The decision to “cancel cookies” has an impact on the current online advertising market. The disruption brought about can be imagined.

"Open Network Movement" attorney Tim Cowen also just said: "Google said that they are enhancing the privacy of end users, but in fact it is not, but a creepy data mining activity."

Tim said that Google's move will give itself greater power, such as they can decide which data can be shared on the network, and who can share this data with, and so on.

The European Commission confirmed yesterday that they have received a complaint from the "Open Network Movement" and will evaluate it according to standard procedures.

It is understood that as early as June this year, the European Union launched an investigation into Google's online display advertising technology services. The European Commission also stated at the time that they would investigate whether Google unfairly prevented competitors from accessing user data and canceled cookie privacy changes.

Regarding the "Open Network Movement" complaint, Google declined to comment, but reiterated its previous position that the "Privacy Sandbox" is an open initiative designed to provide users with strong privacy and also for publishing. Suppliers provide support.

Currently, the British antitrust agency "CMA" and the U.S. Department of Justice are investigating Google's "Privacy Sandbox" program. CMA said that these measures may weaken publishers' ability and disrupt competition in the digital advertising market, thereby further consolidating Google's market strength.

Affected by complaints and investigations, Google officially announced in June this year that it will postpone the timetable for the Chrome browser to cancel third-party tracking cookies from 2022 to 2023, so that the digital advertising industry has more time to plan and update. Pay more attention to privacy-oriented advertising.