Google to limit data tracking on Android apps
Google announced a multi-year project to limit advertisers’ ability to track users and target advertising across its apps on Android-based phones. The action is an extension of Google’s earlier announced project to limit data tracking on its Chrome browser. The company said many of the changes will take a couple of years to implement.
The proposals are available for developers and Google said the company is open for inputs from the markets.
The action has similarities with increased privacy recently introduced by Apple with for instance iPhone users being asked if they want to activate the possibility for advertisers to send them targeted ads. Facebook protested laudably against the solution fearing that many users would avoid the targeted ads. When Meta presented its latest quarterly report, it was indicated that the increased privacy tools clearly had affected Meta’s advertising revenue.
“We’re announcing 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. We’re also exploring technologies that reduce the potential for covert data collection, including safer ways for apps to integrate with advertising SDKs (software development kit)”, Google said in a blog post.
“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.”
The company said it plans to release developer previews over the course of the year, with a beta release by the end of the year.
“We know this initiative needs input from across the industry in order to succeed. We’ve already heard from many partners about their interest in working together to improve ads privacy on Android and invite more organizations to participate.”
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