The Privacy Sandbox is a multi-year initiative that Google recently unveiled. The project intends to restrict the amount of user information exchanged with outside apps and make it more challenging for advertisers to profile consumers for individualized advertising. We’re launching today a multi-year project to create an Android privacy sandbox with the intention of offering new, more private advertising solutions. These solutions will specifically restrict the sharing of user data with outside parties and don’t use advertising ID or other cross-app identifiers. The new endeavor resembles Apple’s App Tracking Transparency (ATT), which was introduced in 2021 as part of iOS 14.5 and is similar in sound. But unlike ATT, which mandates that apps get users’ permission before cross-tracking them, Google’s Privacy Sandbox will by default restrict an app’s ability to track users. Additionally, Google will consider fresh approaches to support mobile advertising while upholding user privacy. Google attacked Apple’s ATT regulations in the post announcing the change, claiming that “broad approaches are proven ineffectual” and that “other platforms have taken a different approach to advertisements privacy, simply prohibiting current technology used by developers and advertisers.” “Users [should] know their information is safe, and developers and organizations have the tools to succeed on mobile,” states the mission statement of Privacy Sandbox. To aid in the development of privacy-friendly advertising solutions, Android’s “privacy sandbox” is “an effective way to ensure that consumers know their information is safe, and that developers and businesses have the tools to succeed on mobile.” Although the implementation of these solutions may take some time, Google intends to continue supporting the functioning of its ad platform for at least two more years. Additionally, it offers “valuable notice ahead of future changes” to developers. By the end of the year, a beta version of the framework will be made available.
