Last year, Google revealed that it was working on a multi-year initiative to improve privacy and reshape ad tracking on Android phones.
Following the release of a developer preview last April, Google says the first beta version of Privacy Sandbox on Android will begin rolling out on Wednesday, February 15, 2023 on a limited number of devices running Android 13, allowing users and developers to test the new technology in the real world. Access to the beta version will expand "over time".
Privacy Sandbox on Android is a set of tools that aims to create a new standard for how advertisers and websites access information about consumers without compromising user privacy. Currently, Android devices are assigned a unique "Android Advertising ID" that can be reset by the user, which is used to track user behavior and create a personal advertising profile that can be used by application developers. Privacy Sandbox aims to replace this advertising ID with privacy-preserving APIs, which Google says will limit user data being shared with third parties and remove cross-app identifiers, while also supporting personalized ads.
The Privacy Sandbox beta provides new APIs
“The Privacy Sandbox beta provides new APIs that are designed with privacy at the core and don't use identifiers that can track your activity across apps and websites,” said Anthony Chavez, vice president of Privacy Sandbox at Google. “Apps that choose to participate in the beta can use these APIs to show you relevant ads and measure their effectiveness.”
The Privacy Sandbox on Android shares some similarities with Google's Privacy Sandbox for Web project, which aims to start phasing out third-party cookies in Chrome by 2024. Google says the two projects share a "common vision of improving the privacy of user while
supporting key businesses. capabilities” but use different technologies and will be developed independently.
Users selected to participate in the beta can manage which of their personal interests ads can target by going to the settings section of the privacy sandbox. For example, if you see ads for camping gear and sleeping bags, Android may have guessed from apps downloaded and app activity that you'd be interested in the Outdoors topic, which you'll see on the list. in this view. Users can block topics they don't want to be targeted for and opt out or re-enter the beta at any time.
Source: The Verge
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