Google to limit ad tracking across apps on Android
By MYBRANDBOOK
Google has announced a multi-year initiative to build the Privacy Sandbox on Android, with the goal of introducing new, more private advertising solutions. Specifically, these solutions will limit sharing of user data with third parties and operate without cross-app identifiers, including advertising ID. They are also exploring technologies that reduce the potential for covert data collection, including safer ways for apps to integrate with advertising SDKs.
The Privacy Sandbox on Android builds on their existing efforts on the web, providing a clear path forward to improve user privacy without putting access to free content and services at risk.
The company realizes that other platforms have taken a different approach to ads privacy, bluntly restricting existing technologies used by developers and advertisers. They believe that — without first providing a privacy-preserving alternative path — such approaches can be ineffective and lead to worse outcomes for user privacy and developer businesses.
Their goal with the Privacy Sandbox on Android is to develop effective and privacy enhancing advertising solutions, where users know their information is protected, and developers and businesses have the tools to succeed on mobile. While they design, build and test these new solutions, they plan to support existing ads platform features for at least two years, and they intend to provide substantial notice ahead of any future changes.
The developers can review the initial design proposals and share feedback on the Android developer site. The company plans to release developer previews over the course of the year, with a beta release by the end of the year. They will provide regular updates on designs and timelines, and they can also sign up to receive updates.
Google knows this initiative needs input from across the industry in order to succeed. They have already heard from many partners about their interest in working together to improve ads privacy on Android, and invite more organizations to participate.
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