![]() The Chrome changes would affect ad tech companies that use cookies to collect people's viewing history to direct more relevant ads to them. Google has been limiting data collection and usage across several of its services. ![]() Texas on Tuesday amended its complaint to, among other things, allege that forthcoming changes to Chrome "are anti-competitive because they raise barriers to entry and exclude competition" in web advertising. But antitrust litigation experts said the department also still had time to amend its existing complaint to include the ad tech concerns. If the Justice Department sues over ads-related conduct, it could file a new lawsuit or join the Texas case, one of the sources said. "We will not replace third-party cookies with alternative methods to track individual people across the web," she said. Google defended its moves in the ads business, saying it was helping companies grow and protecting users' privacy from exploitative practices.Ī spokeswoman pointed to an alternative to cookies that Google is leading called the Privacy Sandbox that could allow businesses to target clusters of consumers without identifying individuals, among other proposals. The Justice Department declined comment for this story. Investigators also have asked rivals whether they encountered behavior similar to or worse than the ad-focused accusations that attorneys general from Texas and other states leveled against Google in a lawsuit last December, the people said. ![]() It has continued to probe Google's ad practices. The government has been investigating Google's search and advertising business since mid-2019, and last October it sued Google for allegedly using anticompetitive tactics to maintain the dominance of its search engine.
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