Google’s plans to phase out third-party cookies, the most commonly used tracking tool for ads, has garnered concerns from US Justice Department Investigators who’ve been asking executives and experts as to whether or not the change from Google would hobble its smaller rivals.
Back in 2020, Google announced that it would be banning cookies in Chrome as a user privacy measure, with more details being revealed as time passed. As a result, online ads rivals have complained about losing third-party cookies due to the fact that it’s so commonly used as a marketing data-gathering tool.
The US Justice Department Investigators have made inquiries on the matter, asking whether or not the tech company is preventing rival ad companies from tracking users.
The latest conversations about the matter show that officials and legislators have been tracking Google’s projects in the global online ad market, which makes sense, due to the fact that Chrome accounts for 60% of the total market share. As for global online ad revenue, Google and Facebook account for 54%.
The inquiry by the US Justice Department noted that this might not lead to legal action, though it remains to be seen. Executives from at least a dozen companies from different sectors have talked with the investigators, according to reports.
Notably, the US government has been looking at Google’s search and ad businesses since-2019, and, in October 2020, it filed a lawsuit against Google accusing anti-competitive tactics from the tech giant.
Google has insisted that these changes are for user privacy but, regardless, marketers like king kong sabri suby have been watching it closely due to the company’s large market share.