…Chrome’s changes leave no chance for rival advertisers to maintain their position
Google intends to ban third-party tracking cookies from its web browser, Chrome, which has attracted regulators’ consent to probe the tech company’s activity. They plan to restrict third parties from accessing its user’s browsing history to place targeted ads effectively.
The Department of Justice (DOJ) is intensively concerned about Google’s monopoly nature. It is scraping small-time advertisers to network its ads on Chrome remotely.
The agency is also suspecting the tech company has devised an untraceable means to track its users to process ad placement — allowing third-parties might jeopardize Google’s plan, in line with DOJ.
The DOJ has already organized a team of investigators scrutinizing both the tech company and the third-party networks they kicked off Chrome. The agency focused its research on ad companies, questioning several chief executives about Google monopolizing its ad network.
According to the DOJ, Google’s latest changes on its web browser cookies accessibility will negatively affect rival ad companies. The agency interviewed other ad executives as-well-as news executives to discover how Chrome intends to channel its new tracking cookies.
Regulators who always agitate against the excessive power tech companies possess could be further related to monopoly — the agency’s curiosity to explore Google’s actual intentions.
As the monopolist Google appears to be, they believe Google wants to be the sole advertiser in the tech marketplace that accumulates and controls its users’ entire data, which is supposed to be handled by Chrome itself and third-party ad companies.
Meanwhile, Google is still yet to respond to the Department of Justices’ questionnaire.
The agency’s scrutiny on Google might result in further “legal actions” such as demanding Google to null scraping third-parties by the law.
Accordingly, the DOJ expected to proceed with their usual activity whereby other states in the US are involved in filing an antitrust lawsuit against the tech company’s “Privacy Sandbox.” They announced at the beginning of March that Sandbox would be tweaked in its web browser soonest.
In a nutshell, the DOJ is investigating Google’s Privacy Sandbox, as-well-as other European regulatory agencies such as the regulators based in the UK are also concerned about Google’s Sandbox.
Remember when the DOJ sued Google in the previous month of October with claims that the tech company is viciously monopoly enabled, focusing on their servicing module on both its ads and search products.
In contrast, the case will officially hit trial in the next two years. Another group of regulators from different States in the US assembled to sue tech companies with Google inclusive.