Google has agreed to deeper oversight of its clutch of cookie-replacement proposals, Privacy Sandbox, by the U.K.’s Competition and Markets Authority.
After a probe at the beginning of 2021, the tech giant has been addressing regulator concern that its suggestions for alternatives—once its popular browser Chrome withdrawals support of third-party cookies in 2023—will unduly benefit Google.
Currently, the most mature proposals in the sandbox are Federate Learning of Cohorts (FLoCs), which aim to let marketers target new audiences using—in theory—more privacy secure cohorts, rather than individually-identifiable personal data.
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