Google has taken another step to enable new advertising solutions focused on privacy on Android, with the release of Privacy Sandbox as a developer preview.
Originally launched in February, the initiative aims to give developers the ability to adapt the new Privacy Sandbox within Android, which will also allow them to adapt systems to the new advertising format and its APIs.
This time, Google, who se based on targeted advertising for your business model, is preparing its own multi-year adjustment to mobile ad tracking and privacy. After starting to bet on the Privacy Sandbox, it seems that Google prepares to extend this new system beyond desktop devices, and has also begun to reach the world of smartphones.
In February, Google said:
“Mobile applications are an integral part of our daily lives. Today, more than 90*% of apps on Google*Play are free, providing billions of users with access to valuable content and services. Digital advertising plays a key role in making this possible. But to ensure a healthy app ecosystem, for the benefit of users, developers, and businesses, the industry must continue to evolve the way digital advertising works to improve user privacy. That's why we originally developed Advertising ID to give users more control. Last year we made improvements to these controls, but we think it's important
“Today we are announcing a multi-year initiative to create Privacy Sandbox on Android, with the goal of introducing new, more private advertising solutions. Specifically, these solutions will limit the sharing of user data with third parties and will work without cross-application identifiers, including advertising identifiers. We're also exploring technologies that reduce the potential for secret data collection, including more secure ways for apps to integrate with advertising SDKs.
A few days ago, Google announced that the first developer preview of Privacy Sandbox is available on Android.
Be supposed to this new plan will replace the existing Android Advertising ID, which is a user-resettable ID for each device, with a Privacy Sandbox that brings "new advertising solutions that are more respectful of private data."
Like Apple's approach, it aims to limit data sharing with third parties and remove identifiers between apps, but we don't yet know exactly what technology could be implemented. Developer Preview requires Android 13 Developer Beta.
The Privacy Sandbox Developer Preview provides additional APIs and platform services in addition to the Android 13 developer beta, including an SDK, system images, an emulator, and developer documentation.
“Today we are releasing the first developer preview of Privacy Sandbox on Android, which provides a first look at the SDK Runtime and Topics API. You will be able to pre-test these new technologies and assess how you might adopt them for your solutions. This is a preview release, so some features may not be implemented at this time and functionality is subject to change. See the release notes for more details on what's included in the release.
Google's argument is that can find a way to better protect user privacy than existing solutions, while providing insights for targeted advertising displayed on websites like this one and in many free apps.
Critics, including competitors, privacy advocates and regulators, have suggested that his approaches will damage privacy and possibly give Google an unfair competitive advantage. Last year, an antitrust lawsuit against Google by 15 state prosecutors focused on the Privacy Sandbox.
Finally, if you are interested in being able to know more about it, you can consult the details in the following link