The competition and market authority (CMA), the UK’s antitrust regulator, said today it would assess whether to launch a formal antitrust investigation into Google after receiving complaints from competitors. Google announced earlier this year that it would phase out Chrome’s support for third-party cookies over the next two years, citing higher demands on privacy and data control rights. Currently, most Internet users are using Google’s Chrome browser. Subsequently, browsers based on chrome technology, such as Microsoft edge browser, will also implement the policy. < / P > < p > obviously, this decision will overturn the current online advertising market. Cookies have been the cornerstone of digital advertising for 25 years, and online advertisers are the most common source of third-party cookies. The third-party cookie is a common tool in cross platform precision advertising. Google plans to promote its privacy sandbox technology after ceasing support for third-party cookies. As early as August 2019, Google launched the “privacy sandbox” program, proposing the idea of how to publish advertisements online without third-party cookies. < / P > < p > today, an organization representing advertisers complained to CMA about Google, hoping that CMA would suspend Google from launching “privacy sandbox” technology next year. The group said the changes would limit its members’ ability to gather information about Internet users, preventing them from providing more valuable advertising. This could affect as much as 75% of the revenue of small media companies, according to the group. In response, CMA said it took the complaints seriously and would assess them carefully to decide whether to launch a formal investigation into Google. “We will also assess the implementation of Interim Measures and order the suspension of any suspected anti competitive activities before the full investigation results are available,” the regulator added Global Tech