Exactly what data is given by apps to third-party providers is very unclear. Google wants with the Privacy Sandbox now do something about it and increase data protection on Android devices. Above all, the company wants to limit the transfer of data to third parties and give users more control.
- Google introduces Privacy Sandbox
- The transfer of data to third parties should be limited
- First beta at the end of 2022
As a budding tech journalist, my browsing history is full of all sorts of smartphones, computers, video games, and gadgets. It is logical that I see advertising that addresses exactly these topics. This is how advertising algorithms work. However, to be honest, I have little idea what data is passed on to third parties, for example when I’m lost in one of my favorite free games on my smartphone.
This is exactly where Google wants to start with the Privacy Sandbox. The company plans to introduce new and more private advertisements with the multi-year initiative. The focus is primarily on the transfer of data to third parties and the associated tracking and improvement of the advertising ID. In addition, Google is researching safe ways to integrate apps into the advertising SDK.
We’re also exploring technologies that reduce the potential for covert data collection, including safer ways for apps to integrate with advertising SDKs. – Anthony Chavez, VP Product Management Android
Beta later this year
Google wants to release the privacy sandbox in different developer versions first. Google publishes this throughout the year and at the end of the year a public beta should finally appear. Initial information about the project was already available on July 28, 2021. In a blog post, Google promised back then that Google wanted to improve data protection. You can find initial information about the data protection project on the official Privacy Sandbox website.
Above all, the topic “advertising ID” is considered somewhat critical. Google does not want to completely remove this function, but there should be some adjustments. With these, Google tries to find a compromise between the protection of users and the requirements of companies. The published statement also contains a small dig at the main competitor Apple.
​​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. – Anthony Chavez, VP Product Management Android
The search engine giant does not want strict data protection. This applies above all to the developers. Almost all free apps are funded by advertising. If there were no tracking at all, it would hardly be possible to finance larger companies. It remains to be seen how long we will have to wait for the first developer version and whether Google simply wants to take advantage of the data protection change.
What do you think of the privacy sandbox? Do you think changing the advertising ID will have a positive impact on privacy? Let us know in the comments!