Security News > 2020 > November > 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.
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.
The complaint follows up on concerns about Google's new system that the watchdog raised in a July report about online platforms and digital advertising.
Google said the new technology will increase privacy for users while also supporting publishers.
Google controls more than 90% of the U.K.'s 7.3 billion-pound search advertising market, the CMA said in its July report.