Comment by turtletontine
5 days ago
Google gets no competitive advantage from removing third party cookies from chrome. The anticompetitive monopolistic tactic was the plan to replace third party cookies with FLoC/Privacy Sandbox/Topics AI, and THAT is what they were not prevented from doing.
No one is trying to stop google from removing third party cookies. Google is just unwilling to remove them without introducing a new anticompetitive tracking tool to replace them.
> No one is trying to stop google from removing third party cookies.
That's simply not true. As I already mentioned, the CMA presented a legal challenge which you can read about online. Please review the history, as it's been going on for years now.
https://www.gov.uk/government/news/cma-to-have-key-oversight...
https://www.marketing-beat.co.uk/2024/02/06/cma-cookies-goog...
The first link confirms exactly what I said above. They’re not preventing Google from removing third party cookies, they’re preventing Google from implementing ALTERNATIVES to third party cookies. The only reason Google is unwilling to straight up remove third party cookies is their business model.
The second link does contain the phrase “cannot proceed with third-party cookie deprecation”, but it’s simply obvious that it’s not about third party cookies per se. It’s all about Google’s (unnecessary, anticompetitive, anti-user, anti-privacy) replacements for third party cookies.
It is true that the CMA is concerned with the new API proposals within the Privacy Sandbox such as Topics. However, this is from an anti-competitive angle, rather than privacy. Their goal is to ensure market fairness.
As part of that same process, they have put considerable friction in place for removing third-party cookies. They've deemed that the removal of third-party cookies could give Google an unfair market advantage, and that is why they're concerned with finding an alternative solution to replace them. This has been a very slow process, and involves many discussions and debates with regulators. That has had significant influence on the design of the Topics API.
To provide a more direct example, the CMA have also put specific stalls into the deprecation process, such as the standstill period invoked last year:
> The CMA will start a formal review of Google’s plan to deprecate cookies and Chrome’s Privacy Sandbox replacements once Google triggers a 60-day standstill period, likely at the beginning of the third quarter. During this standstill, the tech giant is forbidden to put in motion any deprecation procedures on Chrome. ... If they can’t reach an agreement, the 60-day standstill period will become 120 days.
https://www.adweek.com/programmatic/the-cma-is-prepared-to-d...
To put it simply, third-party cookies would have been dead and buried long ago if this dispute were not happening. It may be possible for Google to remove third-party cookies without a replacement, but they'd have be risking a significant lawsuit and contravention of UK authority by doing so.