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By Leo Kelion
Technology desk editor
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image copyrightGetty Images
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Google’s plan to replace web browser cookies with a system that shares less data with advertisers is being investigated in the UK.
The Competition and Markets Authority (CMA) said Google’s plan could have a “significant impact” on news websites and the digital advertising market.
It had
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already raised concerns that publishers’ profits could sink if they were unable to run personalised ads.
But Google said digital advertising practices had to “evolve”.
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‘Too much power’
Cookies are small files a web browser stores on a user’s device when they visit a webpage.
They can be used to remember what items a person has added to their online basket and deliver personalised content.
They can also be used to track somebody’s activity online and deliver targeted advertising.
Some cookies known as cross-site or third-party cookies can let publishers track a person’s web activity as they move from one website to another.
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