The Financial Times reported on Monday that hundreds of German publishers, advertisers, media outlets and industry groups had filed a 108-page complaint with the European Union’s competition commissioner, claiming that Google’s plan to replacing third-party cookies with alternatives to ad tracking violated EU competition law. .
They are concerned that this action will have a critical impact on advertisers, publishers and intermediaries, who will no longer be able to track user preferences and lose a significant amount of advertising revenue. According to a report by the UK competition watchdog, which has been investigating Google’s proposals to remove third-party cookies since last year, such changes by Google could cost online publishers up to 70% of their income. EU officials have previously expressed concern that Google is abusing its lofty bargaining position to gain an unfair advantage over rivals, which recently led to a €2.42 billion fine in November. last by the General Court of the EU.