CMA proposals include requiring
Google to share data and making personalised ads optional in UK
Facebook could be forced to allow users to switch off personalised advertising, and Google required to hand valuable data about search engine usage to competitors, under
UK proposals to introduce competition into the digital advertising market.
The two companies accounted for 80% of all digital advertising spending in the UK last year, according to the Competition and Markets Authority (CMA), leading to fears they have developed “such unassailable market positions that rivals can no longer compete on equal terms”.