GOOGLE FACES UK SCRUTINY OVER NEW ADVERTISING DATA REVAMP

Google faces fresh regulatory scrutiny in Britain over plans to revamp its ad data system, after an industry lobbying group complained to the competition watchdog that the changes would cement the U.S. tech giant’s online dominance.

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Marketers for an Open Web, a coalition of technology and publishing companies, said that it’s urging the U.K. 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 allow users to be tracked across the internet by storing information on their 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.

The Competition and Markets Authority confirmed it received the complaint.