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

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
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

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.

Tag: Google

Top Rated Comments

Apple Knowledge Navigator Avatar
26 months ago
Ineffective; because it actually works ?
Score: 91 Votes (Like | Disagree)
Unggoy Murderer Avatar
26 months ago
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.
Score: 79 Votes (Like | Disagree)
sfwalter Avatar
26 months ago
Sorry Google but Facebook would disagree with you on the effectiveness of Apple’s approach.
Score: 54 Votes (Like | Disagree)
J___o___h___n Avatar
26 months ago
I don't use Android, but if I did; I wouldn't trust Google
Score: 47 Votes (Like | Disagree)
Berti10 Avatar
26 months ago
Glad that big Ad companies like GoogleAds are now targeted by companies like google.
Score: 44 Votes (Like | Disagree)
TheYayAreaLiving ?️ Avatar
26 months ago
Google is taking extra steps to make sure they don’t end up like Facebook.

I don’t trust Google. It’s simple as that.
Score: 38 Votes (Like | Disagree)

Popular Stories

General Apps Messages

Apple Announces 'Groundbreaking' New Security Protocol for iMessage

Wednesday February 21, 2024 6:00 am PST by
Apple today announced a new post-quantum cryptographic protocol for iMessage called PQ3. Apple says this "groundbreaking" and "state-of-the-art" protocol provides "extensive defenses against even highly sophisticated quantum attacks." Apple believes the PQ3 protocol's protections "surpass those in all other widely deployed messaging apps," according to its blog post:Today we are announcing...
iOS 17

iOS 17.4 Will Add These New Features to Your iPhone

Monday February 19, 2024 6:52 am PST by
Apple last month confirmed that iOS 17.4 will be released in March, and the update includes several new features and changes for the iPhone. Key new features in iOS 17.4 include major App Store changes in the EU and Apple Podcasts transcripts. The update also adds new emoji and includes preparations for the launch of next-generation CarPlay later this year. More details about the new...
samsung galaxy ring

'Apple Ring' Allegedly in Development to Rival Samsung Galaxy Ring

Tuesday February 20, 2024 2:27 am PST by
Apple is speeding up development of a smart ring that can be worn on the finger to track users' health biometrics, claims a new report coming out of Korea. Teaser image of Samsung Galaxy Ring shown at Galaxy Unpacked in January Apple has toyed with the idea of a ring wearable for several years, as indicated by several patents, but with Samsung preparing to bring its own product to market, the ...
volvo s60 drivers apple maps

iOS 17.4 Beta Adds CarPlay Option to Show Upcoming Maneuvers in Instrument Cluster

Tuesday February 20, 2024 10:47 am PST by
The fourth beta of iOS 17.4 that Apple released today adds a new CarPlay feature, according to the notes that Apple provided to developers. In supported CarPlay vehicles, there's now an Apple Maps option to show information about upcoming maneuvers in the instrument cluster. CarPlay users will be able to swap the display type between the main and instrument cluster by tapping on the map...
iPad Pro OLED Feature 2

Apple's Upcoming OLED iPad Pro Models Rumored to Be Much Thinner

Tuesday February 20, 2024 1:39 pm PST by
Apple is planning to update the iPad Air and iPad Pro lineups as soon as March, and the new iPad Pro models will be significantly thinner according to dimensions shared by 9to5Mac. Citing sources with knowledge of Apple's plans, the site claims that the larger version will be more than 1mm thinner. The current 12.9-inch iPad Pro measures in at 6.4mm thick, but the new model is said to be 5mm ...
Beyond iPhone 13 Better Blue Face ID Single Camera Hole

Six Reasons to Wait for Next Year's iPhone 17

Thursday February 22, 2024 4:20 am PST by
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models concurrently, which is why we sometimes get rumored feature leaks so far ahead of launch. The iPhone 17 series is no different, and already we have some idea of what to expect from Apple's 2025 smartphone lineup. If you plan to skip...
Oled iPads and MackBook Pro Notch

Apple's OLED Roadmap: New iPad Mini, Foldable iPad Pro, and More

Wednesday February 21, 2024 5:29 am PST by
Apple is planning to launch at least nine new devices with OLED displays across the iPad and MacBook product lines, according to an updated forecast from research firm Omdia that sets out the company's plans in detail. As widely rumored, Apple's push to transition to OLED will apparently be jump-started by the release of new 11- and 13-inch iPad Pro models this year. The displays will...
m3 macbook pro 14 16

Apple Now Selling Refurbished M3 Pro and M3 Max MacBook Pro Models

Monday February 19, 2024 5:04 pm PST by
Apple today began offering refurbished versions of the 14-inch and 16-inch MacBook Pro models with M3 Pro and M3 Max chip options, offering the machines at a discount for the first time since their October 2023 release. The release of M3 Pro and M3 Max models on Apple's refurbished store comes almost two weeks after the entry-level 14-inch M3 MacBook Pro first appeared on the store....