As CMA’s Privacy Sandbox Probe gathers momentum, here’s what marketers must know

Home >> Marketing >> As CMA’s Privacy Sandbox Probe gathers momentum, here’s what marketers must know

Today is D-Day for marketers to voice their take on Google’s alternative to third-party cookies for the U.K.’s Competitions and Markets Authority (CMA). It’s their shot to shape the watchdog’s probe into whether Google’s plan is playing fair. With time running out, let’s size up just how far this investigation has come.

Hold up, what’s this investigation all about?

Well, it kicked off back in 2021 when the CMA decided to dig into whether Google’s own alternatives to third-party cookies in its Chrome browser are fair. Since then, the tech giant has agreed to stick to a bunch of commitments while developing the sandbox to make sure everything’s on the level. These commitments even included a standstill period (originally set at 60 days — and ending today, February 27, but the CMA could extend it to 120 days) for the CMA to size up the Privacy Sandbox’s progress and any potential industry shake-ups. Google has promised to address all concerns raised by the CMA during this period before moving forward with cookie deprecation.

Concerns? Absolutely. 

The CMA has been juggling a multitude of worries since day one of the investigation, but now they’ve spelled them out crystal clear in their latest quarterly update. What’s even more significant is that they’re not just listing problems; they’re dishing out recommendations for Google on how to tackle them. 

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