Google faces regulatory scrutiny in Britain over ‘Privacy Sandbox’ advertising data revamp

Google faces fresh regulatory scrutiny in Britain over plans to revamp its ad data system, after a group of competitors complained to regulators that the changes would cement the US tech giant’s online dominance. Marketers for an Open Web, a coalition of technology and publishing companies, said Monday that it’s urging the UK competition watchdog to step in and force Google to delay the rollout of its “Privacy Sandbox” scheduled for early next year.

The new technology would remove so-called third party cookies that store user information on devices, replaced by tools owned by Google.

That means login, advertising and other features would be taken off the open web and placed under Google’s control, the group said.