Google is extending its privacy sandbox to Android devices.
As Apple continues its anti-tracking features on iOS and Google continues to refine its privacy sandbox to deliver targeted web advertisements without third-party cookies, it’s time for Android to step into the spotlight.
Google today announced the launch of a “multi-year initiative to create the Privacy Sandbox on Android, with the goal of introducing new, more private advertising solutions.”
The overall goal is to phase out Advertising ID, a tracking system analogous to third-party cookies, and evolve to alternatives that limit sharing of user data with third parties and do not rely on tracking. cross-app to support advertising efforts.
Google has yet to fully design, build, and test the Privacy Sandbox on Android and will continue to support its existing ad platform for at least the next two years, but Android developers are able to consider proposals for initial design now and provide feedback. A beta preview for developers is expected by the end of 2022.
Google said it had pledged not to give preferential treatment to its own advertising products or sites and was seeking comments from regulators.
In the meantime, the company said it will continue to “support features of the existing ad platform for at least two years, and we intend to provide substantial notice before any future changes.”
Google also referenced Apple’s approach to iOS Today (without naming the iPhone maker), acknowledging that “other platforms have taken a different approach to ad privacy.” But Chavez described this approach as “outright restricting existing technologies used by developers and advertisers.”
“We are also committed to working closely with regulators,” Google said. “We have offered public commitments for our Privacy Sandbox efforts on the web, including ensuring that we do not give preferential treatment to Google advertising products or sites. We will also apply these principles to our work on Android and continue to work with the UK Competition and Markets Authority, and others.
The company believes it has yet to provide businesses with a way to deliver targeted ads to users and ensure those ads are relevant.