Google will soon introduce a privacy sandbox for Android to limit data collection
By Sanjay Maurya
Google has announced that it plans to offer more privacy to Android users by restricting the tracking of apps on Android devices, just like Apple did last year. Google’s Android plans will put an end to a decade of smartphone advertising practices in which businesses like Meta Platform Inc.’s Facebook loaded their code in billions of apps to analyze user activity.
Technology company
- CEO: Sundar Pichai (2 Oct 2015)
- Founded: 4 September 1998, Menlo Park, California, United States
- Headquarters: Mountain View, California, United States
- Subsidiaries: YouTube, Dialogflow, Fitbit, Google AdMob, Kaggle, MORE
- Founders: Larry Page, Sergey Brin
- Parent organization: Alphabet Inc.
Apple’s moves, which took effect last year, have already thrown the digital ad sector into disarray and contributed to Meta’s market value plummeting by more than $300 billion. Apple’s new privacy feature, which debuted with iOS 14.5 in 2021, is quite similar to this new project. The framework is known as the App Tracking Transparency Framework (ATT). It mandates that all apps on an iPhone or iPad ask users for permission to monitor them across other apps and websites.
Google’s Privacy Sandbox, on the other hand, differs from Apple’s privacy feature. It aims to limit tracking by default. Currently, Google assigns each Android phone a unique ID, allowing advertisers to create profiles based on a user’s smartphone activities. This has resulted in them serving highly targeted ads. So now you know why you see ads for certain goods or services in different regions when you buy or sell something online.
Snapchat parent firm Snap stated in a statement regarding the model, ‘At Snap, we’ve made privacy a priority and placed it at the core of how we develop our products. We’re looking forward to working with Google to build new Android privacy standards.”
Google has said it will not provide preferential treatment to its own advertising products or sites, and it has invited regulators to comment. Google is also investigating technology that could help reduce illegal data collection.
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