News in brief: CMA demands revised Privacy Sandbox commitments from Google; MediaSense acquires R3 Media; and Azerion snaps up Goldbach Austria GmbH

CMA demands revised Privacy Sandbox commitments from Google

The UK Competition and Markets Authority (CMA) has issued its latest report covering its ongoing assessment of Google’s Privacy Sandbox. The report is the first since the big tech firm announced that it would give users the choice on whether to permit/deny third-party cookies, as opposed to directly deprecating them within the Chrome browser. In light of this development, the CMA has demanded revised commitments from Google by next month.

Though the report states that progress has been made on some areas of anticompetitive concern, the risk that Google may use the protocols within Privacy Sandbox to self-preference its own ad stack, for example by accessing its first-party data over the Topics API, remains according to the authority. Moreover, the CMA cites multiple concerns regarding user privacy, in joint investigations with the Information Commissioners Office (ICO).

MediaSense acquires R3 Media

UK-based media advisory firm MediaSense has announced the acquisition of independent consultancy R3 Media. Though full financial terms of the deal were not disclosed, the purchase is transformative via the addition of marketing operations advisory services, as well as expanding its footprint to North America and Asia. For the foreseeable future, both companies will retain their separate brand names.

The acquisition is the second since Apiary Capital LLP took a majority stake in MediaSense, following the purchase of PwC’s Marketing & Media advisory team in May this year.

Azerion snaps up Goldbach Austria GmbH

Advertising and entertainment media platform Azerion has announced intentions to buy Goldbach Austria GmbH from previous parent Goldbach Group for an undisclosed amount. The purchased firm operates advertising broker services across multiple media channels, specifically TV, CTV, display, mobile, and DOOH. The deal is subject to approval from the Austrian Federal Competition Authority.