Google recently 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, Google says.
“Our 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, “ Google added.
The company is 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 Google’s current efforts on the web and aims to provide a clear way forward to improve user privacy without risking access to free content and services. It was first reported last February that Google was looking for an alternative to Apple’s ‘App Tracking Transparency’ feature.
“While we design, build and test these new solutions, we plan to support existing ads platform features for at least two years, and we intend to provide substantial notice ahead of any future changes.” the company said.