This new plan supersedes Android’s existing advertising ID, a user-resettable ID for every device, having a Privacy Sandbox of “new, more intimate advertising solutions.”
Last year, Apple counted App Tracking Transparency to iOS, and the shift in the outpour of data from mobile users was sufficient to unsettle even Facebook.
Now, Google relies on targeted advertising for its business model and designs its multi-year adjustment to mobile ad tracking and privacy.
Starting today, app developers can bring their first glimpse at the new system. First, the foremost developer preview of Privacy Sandbox on Android rolls out, following similar tests in Google’s Chrome browser on the desktop.
Like Apple’s strategy, it asserts limiting the data shared with third parties and cutting out cross-app identifiers, but we still don’t know which technology might be implemented rigorously.
This developer preview functions on top of the Android 13 Developer Beta, with photos for Pixel phones from the Pixel 4 to existing Pixel 6 models.
Google’s pitch has been to discover a way to protect user privacy better than the current solutions while still delivering information for targeted advertising that drives on websites like this one and inside numerous free apps.
Critics, including privacy advocates, competitors, and regulators, have recommended that its approaches harm privacy and possibly give Google an unfair benefit that harms competition. As a result, an antitrust suit against Google by 15 states AGs desired at the Privacy Sandbox the previous year.
Developers experimenting with it will get an early glimpse at the Privacy Sandbox and Google’s cookie-replacing Topics API — and discover how they could work in practice.
The Privacy Sandbox initiative aims to create technologies that protect people’s privacy online and give companies and developers tools to build thriving digital businesses.
The Privacy Sandbox reduces cross-site and cross-app tracking while helping to keep online content and services accessible for all.