Google continues to refine its Privacy Sandbox for serving targeted web ads without third-party cookies, and this time they are focusing on Android.
Google is starting a “multi-year initiative to build the Privacy Sandbox on Android, with the goal of introducing new, more private advertising solutions.”
The broad objective is to phase out advertising ID, a tracking system analogous to third-party cookies, and move towards alternatives that limit the sharing of user data with third-parties and do not rely on cross-app tracking to support advertising efforts.
Google has yet to fully design, build and test the Privacy Sandbox on Android and will continue supporting its existing advertising platform for at least the next two years, but Android developers are able to review the initial design proposals now and provide feedback. A beta developer preview is planned by the end of 2022.
Google said it’s committed to not giving preferential treatment to its own ad products or sites, and is inviting comment from regulators.
In the meantime, the company said it will continue to support existing ads platform features for at least two years, and we intend to provide substantial notice ahead of any future changes.
Anthony ChavezVP, Product Management, Android Security & Privacy said:
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.
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.
Google also referenced Apple’s approach on iOS today, acknowledging that “other platforms have taken a different approach to ads privacy.” But Chavez described that approach as “bluntly restricting existing technologies used by developers and advertisers.”
“We’re also committed to working closely with regulators,”
“We’ve offered public commitments for our Privacy Sandbox efforts on the web, including ensuring that we don’t give preferential treatment to Google’s ads products or sites. We’ll apply these principles to our Android work as well, and continue working with the U.K. Competition and Markets Authority, and others.”
Starting today, developers can review the initial design proposals and share feedback on the Android developer site. Google plans to release developer previews over the course of the year, with a beta release by the end of the year.
