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Google reached out to UK’s regulator and made three important commitments regarding its ‘Privacy Sandbox’

With the increase in the use of technology over the years, one thing users have started to be scared about is losing their data and privacy. Since users have private data and information stored into their devices which can be at risk when users go to different platforms and websites. The threats of cyber security have been constantly increasing and data can be easily stolen.

According to a study conducted in 2019, around 68% of web applications can be used by hackers to breach data. Yearly survey suggests that data breaching incidents have been constantly increasing by a great percentage each year.

The tech giant Google has a reputation of always being a company that comes up with quick and effective solutions for its users. Google understood user concerns about privacy which is why they developed the 'Privacy Sandbox'.

Privacy Sandbox aims to keep the efficiency of ad delivery intact without using any third party cookies thus promising its users of a cookie less future excellent anonymity of their data. With Privacy Sandbox, Google wants targeting, measurement and fraud prevention to happen as per the standards that are set by the Privacy Sandbox. Privacy Sandbox will make sure that user data stay on their devices and is privacy complaint. The Privacy Sandbox surely provides users with excellent privacy.

Google recently reached out to the UK's regulator and said that they would work with them to reconcile privacy and competition concerns. Google also offered a series of Privacy Sandbox commitments to them.

The commitment says that Google will inform the web advertising ecosystem and UK's regulator of changes they make or test they conduct during the development period of the Privacy Sandbox.

Google also committed that they would have no extra data advantages for its own advertising products.

Moreover, the tech giant said that the Privacy Sandbox will give no competitive advantage or better treatment to advertising products and sites owned by Google.

The regulator thinks that these three commitments made by Google are satisfactory. However, 'Tim Cowen' chairman of the antitrust practice said that Google has a history of breaking its commitment and that CMA should take their decision once they look at Google commitments very closely and make sure that the commitments Google makes are practical and useful.



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