Google unveiled Privacy Sandbox for Android this week, a new programme aimed at providing more private advertising options for Android consumers.
The new solutions, according to the Internet giant, will limit the exchange of user data and prevent the usage of cross-app identifiers, including advertising IDs.
“We’re also looking towards technologies that lessen the risk of covert data collecting, such as safer ways for apps to integrate with ad SDKs,” Google writes.
Advertising IDs were created to provide users more control over how their data is shared with third parties while also ensuring that the ecosystem is dominated by free apps that are accessible to all types of users.
The new Android Privacy Sandbox builds on Google’s earlier attempts to give users more control over their advertising data by improving privacy while preserving access to free content and services, according to the Internet giant.
In comparison to other platforms’ decisions to outright block particular technologies, Google expects that this method of giving a privacy-preserving alternate path will prove more effective.
“Our goal with the Android Privacy Sandbox is to develop effective and privacy-enhancing advertising solutions, where consumers know their data is safe and developers and companies have the tools they need to flourish on mobile,” the company states.
Existing ad platform capabilities will be supported for at least two years, according to Google, and any forthcoming changes will be announced in advance.
On the Android developer portal, developers can now study the suggested solution and provide feedback. By the end of the year, developer previews and a beta release are expected.
“We recognise that in order for this programme to succeed, it will require involvement from across the sector.” “We’ve already heard from a number of partners who are interested in collaborating to improve ad privacy on Android, and we’d want to welcome additional organisations to join us,” Google says.