Google plans to expand its Privacy Sandbox to Android devices, with the aim to introduce more private advertising solutions.
The multi-year initiative will develop new tools to limit sharing of user data with third parties and operate without cross-app identifiers, including advertising ID. Google says it is also exploring technologies that reduce the potential for covert data collection, including safer ways for apps to integrate with advertising SDKs.
“We realize that other platforms have taken a different approach to ads privacy, bluntly restricting existing technologies used by developers and advertisers,” says Anthony Chavez, Google VP, product management, Android security & privacy.
“We believe that — without first providing a privacy-preserving alternative path — such approaches can be ineffective and lead to worse outcomes for user privacy and developer businesses.”
Google says it plans to support existing ads platform features for at least two years while it builds new solutions.
From today, developers can review Google’s initial design proposals and share feedback on the Android developer site. Google says it plans to release developer previews over the course of the year, with a beta release by the end of the year.
“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,” Chavez says.
Google has already received feedback from partners about working on new advertising tools on Android, including Snap.
The tech giant has also said it will work closely with regulators, such as the U.K. Competition and Markets Authority. The company previously made public commitments for its Privacy Sandbox efforts on the web, including ensuring that it doesn’t give preferential treatment to Google's ads products. Google says it will apply these principles to its work with Android.
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