Google Announces Multi-Year Plans to Limit Ad Tracking for Android Users

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Google has announced plans to strengthen user privacy on Android with a new initiative that will put an end to cross-app tracking on Android over the next two years, making it more difficult for advertisers to track users across other apps.

In a post, Google announced a multi-year project named “Privacy Sandbox” that introduces “more private advertising solutions” for mobile apps. The cornerstone of Privacy Sandbox will limit data shared with other third-party apps, making it more difficult for advertisers to build a profile of users for targeted advertising purposes.

Today, we’re announcing 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.

The search giant added that it plans to launch a Privacy Sandbox beta by year-end and developers were invited to view its initial proposals and share feedback on the Android developer site. Announcing Privacy Sandbox today, Google seemingly took aim at Apple’s ATT framework, saying “blunt approaches are proving ineffective” and that “other platforms have taken a different approach to ads privacy, bluntly restricting existing technologies used by developers and advertisers.” The goal with Privacy Sandbox is for “users [to] know their information is protected, and developers and businesses have the tools to succeed on mobile,” according to Google.