Google’s ad tracking patch continues with first developer preview of privacy sandbox on Android

Apple last year adding app tracking transparency to iOS, and the shift in mobile user data flow was enough to rattle even Facebook. Now Google, which relies on targeted ads for its business model, is preparing its own multi-year amendment for mobile ad tracking and privacy.

As of today, app developers They can take a first look at the new system, where the first developer preview of Privacy Sandbox on Android is published, following the path of similar tests In the Google Chrome browser on the desktop .

This new plan is supposed to replace the current Android system Ad ID, which is a user-resettable identifier for each device with a “privacy sandbox” for “more private advertising solutions.” Like Apple’s approach, it claims to limit data shared with third parties and separate identifiers between apps, but we’re still unsure exactly what technology may be implemented. This developer preview runs above the Android 13 developer beta, with images of Pixel phones ranging from the Pixel 4 to the current Pixel 6 models.

Google’s idea was that it could find a way to better protect user privacy than existing solutions, while still providing information for targeted advertising served on websites like this and in many free apps. Critics, including competitors, privacy advocates and regulators, have suggested its approaches will hurt privacy and possibly give Google an unfair competitive advantage. Antitrust lawsuit against Google by 15 countries Privacy Sandbox targeted last year.

Developers testing it out will get a quick overview of the privacy sandbox and theme API that replaces Google’s cookies to find out how they might work in practice.

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