According to UK watchdog insights, Google will create a ‘Privacy Sandbox.

San Francisco, Nov 26th : .

Google said Friday that it will ensure that Chromes changes will be applied in the same way to Google ad tech products and third parties.

This is amid an ongoing antitrust investigation by the UK competition regulator into its "Privacy sandbox"Google Privacy Sandbox (GPS) aims to replace third-party cookies (TPCs), and other forms cross-site tracking, with alternative technologies that enable targeted advertising (and measurement of advertising).The tech giant stated in a blog post that it is determined that the Privacy Sandbox will work for the entire ecosystem "These revisions underline Googles commitment to ensuring Chromes changes will apply in the exact same way to Googles adtech products as any third party.

Privacy Sandbox APIs will also be designed, developed, and implemented with regulatory oversight and inputs from the CMA (Competition and Markets Authority), and the ICO [Information Commissioners Office)," Google explained.According to the company, it supports the ICOs opinions on data protection and privacy expectations in online advertising proposals.

"Including the importance of supporting and developing privacy safe advertising tools that protect people from covert tracking and protect their privacy." Google stated that it will not use first party personal data to track users in order to target and measure ads displayed on non-Google websites.

It added that "Our commitments would also limit the use of Chrome browsing data and Analytics data to do so on Google or non Google websites." Googles statement comes at a moment when Big Tech is under intense scrutiny over targeted online advertising, data privacy, and misinformation spread on their respective platforms.

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