Google will bring its Privacy Sandbox to the Android app ecosystem

Thursday 17-02-2022 10:05

Google announced a multi-year initiative to build its privacy sandbox on Android, effectively replicating the movement of Apple’s App Tracking Transparency Framework on iOS. The company said it should have a beta version by the end of the year.

The Privacy Sandbox is Google’s initiative to allow companies to target advertising to once deprecated third-party cookies, originally intended for the web, but now also applying to Android apps.

In a blog post announcing the move, Anthony Chavez, vice president of product management for Android security and privacy, said the solutions will limit the sharing of user data with third parties and will work without cross-party credentials. -applications, including advertising identifiers. His post also said that Google was exploring technologies that reduce the potential for secret data collection, including safer ways for apps to integrate with advertising SDKs. test it

“Our goal with Privacy Sandbox on Android is to develop effective, privacy-enhancing advertising solutions where users know their information is protected, and where developers and businesses have the tools to succeed on mobile,” Chavez said. “While we design, build and test these new solutions, we plan to support the existing features of the advertising platform for at least two years, and we intend to provide substantial advance notice before any future changes. “

Without mentioning Apple by name, he also referred to other platforms that “have taken a different approach to ad privacy, outright restricting existing technologies used by developers and advertisers,” adding that Google denies it. this, without first providing an alternative privacy-preserving path – such approaches can be inefficient and lead to poorer results for user privacy and development companies.

Android developers can review Google’s initial design proposals and share their feedback on the Android Developers site. Google plans to release developer previews later this year, with the beta by the end of the year.

Tammy Parker, principal analyst at data and analytics firm GlobalData, said the move signals the writing is on the wall for the targeted advertising industry, as privacy advocates’ concerns rise. finally heard and taken into account thanks to a mixture of regulations and the emerging industry. efforts.

But she also signaled a note of caution, saying, “Google’s efforts to ‘have its cake and eat it too’ (enhancing both mobile and web privacy while seeking to allow advertisers, publishers, developers et al to continue to engage in limited but apparently still targeted advertising) may end up not pleasing anyone, with privacy advocates likely to raise eyebrows at any advertising solution deemed insufficient to protect consumers.

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