Thursday September 29, 2022

Google continues to overhaul its ad-tracking system with the first developer preview for Privacy Sandbox on Android

Apple introduced App Tracking Transparency to iOS last year. The shift in data flow from mobile users was enough for Facebook to be shaken. Google, which relies heavily on targeted advertising to fund its business model, is now preparing its multi-year adjustment for mobile ad tracking privacy and tracking. App developers will be able to see the new system starting today. This follows similar testing in Google’s Chrome browser for the desktop.
This new plan is meant to replace Android’s current advertising ID. It is a user-resettable ID that is unique for each device. The Privacy Sandbox contains “new, more private advertising options.” It claims to limit data sharing with third parties and eliminate cross-app identifiers. However, we don’t know the exact technology that might be used. This developer preview runs on top of Android 13 Developer Beta. It includes images for Pixel phones ranging from the Pixel 4 to the Pixel 6 models.
Google claims it can find a better way to protect user privacy than existing solutions and still provide information for targeted advertising that runs on sites like this one and many other free apps. Critics, including privacy advocates and regulators, claim that Google’s approach will cause privacy to be compromised and could give it an unfair advantage over the competition. The Privacy Sandbox was the subject of an antitrust lawsuit brought by 15 state AGs against Google last year.
Developers who test it out will have an early look at Google’s Privacy Sandbox and Google’s Cookie-Replacing Topics API. They can also see how they might work in practice.

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