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's domination of the UK's £14billion online advertising market must be the primary target of a blockbuster antitrust probe when Britain leaves the at the end of 2020, an influential group of publishers and adtech firms demanded today.

Marketers for an Open Web has asked the Competition and Markets Authority to block the tech giant's controversial 'sandbox' privacy project next year amid claims the tech giant will use it hoard customers' data and cream off more cash.

The pressure group says that without intervention to protect media plurality in the UK their members could see revenues drop by 75 per cent because Google controls up to 98 per cent of UK search engine traffic on PCs, tablets and mobile phones. 

The CMA will become Britain's guardian on antitrust and monopoly matters when Britain fully leaves the EU at the end of the year and Brussels' influence on UK competition laws formally ends.

The watchdog said today that it took 'the matters raised in the complaint very seriously and will assess them carefully with a view to deciding whether to open a formal investigation'.

The spokesman added: 'If the urgency of the concerns requires us to intervene swiftly, we will also assess whether to impose interim measures to order the suspension of any suspected anti- competitive conduct pending the outcome of a full investigation'.

Andrea Coscelli, chief executive of the CMA, said last month that ministers needed to urgently set up a regulatory regime to counter big tech's monopoly on the search and digital ad markets or it would act alone. 

Google dominates the UK search market across all platforms, especially in mobile, and must face an antitrust investigation,  Marketers for an Open Web say, in a complaint to Britain's competitions watchdog revealed today

Google, which has its HQ in central London, has not commented on the complaint, but insists the changes are primarily to protect privacy

Andrea Coscelli, chief executive of the Competition and Markets Authority, has already said ministers needed to urgently set up a regulatory regime to counter big tech's monopoly on the search and digital ad markets or it would act alone

The cash hoovered up by Buy Google Adsense Account - Binvcc.com using its advertising algorithms and its extraordinary market power has already put it in the CMA's crosshairs.