An Australian regulator has recently announced that it is making an allowance to let the web users decide what personal data big tech companies (like Google) use and share with the advertisers.

As per reports, Google is effectively dominating the online ad market. This initiative is a part of the government’s attempts to break the dominance of such tech titans.

According to Rod Sims, Australian Competition and Consumer Commission chair – “Google is the only one that can determine the effectiveness of ads, so really often they’re marking their own homework when it comes to the effectiveness of the ads they supply.”

Source: Reuters

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