Google on Wednesday announced plans to limit ad tracking Android Phone. California-based company Mountain View announced a multi-year plan to build its privacy sandbox on Android with the aim of offering a more privacy-focused advertising solution. Specifically, these solutions will limit the sharing of user data with third parties and developers, and operate without cross-app identifiers that track users across the Internet. Cross-app identifiers are basically features within apps that allow developers to track users in other apps in order to sell that data to advertisers. Advertising ID is a cross-app identifier.
Google, also said in its blog post that it is also exploring technologies that reduce the potential for covert data collection, including secure ways to integrate apps with advertising software development kits. Basically, Google is working on removing any kind of tracking of Android users for advertising purposes. “To ensure a healthy app ecosystem – benefiting users, developers and businesses – the industry must continue to evolve how digital advertising works to improve user privacy. That’s why we gave users more control.” We originally developed Ad ID to serve you ads. Last year we introduced improvements to these controls, but we believe it’s important to move forward,” Google said in its blog post.
Read also: Google’s privacy sandbox passes regulatory concerns in the UK
In a blog post, Google said its idea is to develop effective and privacy-enhancing advertising solutions, where users know their information is secure, and developers and businesses have the tools to succeed without them being tracked. The company said it plans to support existing advertising platforms for at least two years, and will provide developers and advertisers with sufficient notice before making any changes.
Google also said it plans to launch a privacy sandbox beta by the end of this year and invites developers to view the company’s initial proposals and share their feedback on the Android developer website.
Google has said it will work with developers like Snap and Activision Blizzard to design tools that target ads and support click logging while limiting access to personal data. Previously, Google’s effort to eliminate tracking technology in Google Chrome led some ad tech rivals to complain to competition officials.
Apple launched the App Tracking Transparency feature which forces developers to seek permission to track user behavior in apps via IDFA (Apple’s Advertising ID). Since Apple’s move was applauded by many privacy-conscious users, Google’s privacy sandbox comes as a sensible move from the tech giant to keep competing with its biggest rival in the mobile software space.
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