Google Introduces 'Privacy Sandbox' on Android

Google has introduced an upcoming 'Privacy Sandbox' feature for Android that will limit sharing of user data with third parties and operate without cross-app identifiers, including advertising ID.

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. We’re also exploring technologies that reduce the potential for covert data collection, including safer ways for apps to integrate with advertising SDKs.

The feature is somewhat similar to Apple's App Tracking Transparency; however, it aims to support mobile advertising while enhancing user privacy.


In the announcement, Google criticizes Apple's "blunt approach" as ineffective.

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Blunt approaches are proving ineffective
​​We realize that other platforms have taken a different approach to ads privacy, bluntly restricting existing technologies used by developers and advertisers. We believe that — without first providing a privacy-preserving alternative path — such approaches can be ineffective and lead to worse outcomes for user privacy and developer businesses.

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.
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Developers can review Google's initial design proposals and share feedback at the link below...


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