https://techcrunch.com/2020/11/23/digital-marketing-firms-file-uk-competition-complaint-against-googles-privacy-sandbox/

Google’s push to phase out third party tracking cookies — aka its ‘Privacy Sandbox’ initiative — is facing a competition challenge in Europe. A coalition of digital marketing companies announced today that it’s filed a complaint with the UK’s Competition and Markets Authority (CMA), calling for the regulator to block implementation of the Sandbox.

The coalition wants Google’s phasing out of third party tracking cookies to be put on ice to prevent the Sandbox launching in early 2021 to give regulators time to devise or propose what it dubs “long term competitive remedies to mitigate [Google’s dominance]”.