Google to work with UK regulators on its big ad-tracking shakeup


Illustration: Alex Castro / The Verge

The UK’s competition regulator, the Competition and Markets Authority (CMA), will collaborate with Google as it attempts to rework online ad targeting, the regulator and Google have announced. It comes as Google is attempting to phase out the use of third-party cookies for tracking and targeting users with ads and instead use a new set of technologies it’s calling Privacy Sandbox.

In its announcement, Google said this is the first time regulators and technology companies have worked together on new technologies like this. As well as the CMA, the UK’s data protection regulator (the Information Commissioner’s Office, or ICO) will also be involved. “The CMA is taking a leading role in setting out how we can work with the most powerful tech…

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