The UK's Competition and Markets Authority (CMA) has given final approval to Google's Privacy Sandbox initiative, a significant move that allows the tech giant to proceed with its plan to phase out third-party cookies in its Chrome browser. The decision, announced on October 17, 2025, removes previous competition concerns and lifts the commitments Google had made to the regulator. This approval is a major milestone for Google's advertising business, as the Privacy Sandbox will introduce new technologies for targeted advertising without relying on individual user tracking across websites. The initiative has been closely watched by the advertising industry, and the CMA's green light provides more certainty for the transition away from traditional tracking methods. The news is particularly significant as Google's advertising services account for the vast majority of Alphabet's revenue. No specific market reaction was detailed in the available reports.