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Google has announced plans to strengthen user privacy on Android with a new initiative that will put an end to cross-app tracking on Android over the next two years, making it more difficult for advertisers to track users across other apps.

Google-Logo-Feature-Slack.jpg

In a blog post, Google announced a multi-year project named "Privacy Sandbox" that introduces "more private advertising solutions" for mobile apps. The cornerstone of Privacy Sandbox will limit data shared with other third-party apps, making it more difficult for advertisers to build a profile of users for targeted advertising purposes.

Today, 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.
The new initiative will draw similarities with Apple's App Tracking Transparency framework (ATT) that launched with iOS 14.5 last year. Unlike Apple's ATT, which requires all apps to ask for user consent before tracking them across other apps and websites, however, Google's Privacy Sandbox will limit app ability as default while also looking for new privacy-preserving ways to enable mobile advertising.

Announcing Privacy Sandbox today, Google seemingly took aim at Apple's ATT framework, saying "blunt approaches are proving ineffective" and that "other platforms have taken a different approach to ads privacy, bluntly restricting existing technologies used by developers and advertisers." The goal with Privacy Sandbox is for "users [to] know their information is protected, and developers and businesses have the tools to succeed on mobile," according to Google.

generic-tracking-prompt-blue.jpg
Apple's ATT prompt shown to all users when an app is first opened on iOS 14.5 and later

Soon after Apple previewed ATT and following its launch with iOS 14.5 last year, Facebook, now renamed to Meta, became vocal about its displeasure with the new requirement amid fears it would significantly impact its advertising business. Its fears seemingly became true, with the social media giant saying ATT will cost it $10 billion in lost revenue this year.

Google's approach is striking a different tone, with Snapchat, who had previously said ATT presented a "risk" to its business, saying in a statement that it is "excited to collaborate with Google to develop new privacy-preserving standards for Android." Google said it would receive input across the industry as it builds Privacy Sandbox over the next two years.

Article Link: Google Launching Privacy Sandbox to Limit Ad Tracking on Android, Calls 'Blunt Approaches' Like Apple's 'Ineffective'
 

schneeland

macrumors regular
May 22, 2017
119
268
Darmstadt, Germany
Translation: we want to put all of the potential ad tracking vectors into our funnel, not the funnels of any competitors.

Just a reminder that Google is an advertising company, not a technology company.
That was exactly what I was thinking. It will probably be privacy-preserving in the sense that only Google has access to your private data and not other companies (like Facebook).
 

MysticCow

macrumors 65816
May 27, 2013
1,318
1,112
Google: We love your privacy!

Also Google: We sell your soul every single day to make a dollar!

Also Google: Please allow US to control who shares what and how and when and where! You're obviously too stupid to do it yourself.

Also Google: We are going to work with industry leaders (read: Facebook) to make sure your...data...stays...in our advertising networks, I MEAN PRIVATE!!! Yeah, private...
 

Wildkraut

macrumors 68030
Nov 8, 2015
2,725
4,913
Germany
Ineffective; because it actually works ?
No it don't!

"More Than Half of Apple Music Listeners Using Spatial Audio, Says Apple Exec"

Looks like an anticompetitive tracking/customer spying to me, attention to the keywords!
 
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