Google Privacy Sandbox Ready to Protect Android and Chrome Users 2024

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Google Privacy Sandbox Ready to Protect Android and Chrome Users 2024

If Apple had the App Tracking Transparency (ATT) anti-ad tracking feature, Google would have the Privacy Sandbox. With the Privacy Sandbox, Google will build a new advertising system. maintain the privacy of Android and Chrome users. However, this technology will only be available in the next two years or starting in 2024.

So far, Google has been tracking the activity of Android and Chrome users using ad tracking methods. With third party cookies and advertising identifiers. The goal is to target personalized ads to users.

Google itself assesses advertising as an important part of providing users with an internet experience. However, the company based in Mountain View, California, United States does not deny that it needs to change some of its advertising tools to better protect user privacy. Hence, the Privacy Sandbox initiative was born.

According to Google, the Privacy Sandbox will limit the sharing of user data with third parties. The initiative will also stop the use of advertising identifiers (advertising IDs) which could otherwise track users’ online activity for personalized ad targeting.

read also: DEWG G20 seeks global agreement to build an inclusive digital ecosystem

“Privacy Sandbox technology aims to make existing tracking mechanisms obsolete and block covert tracking techniques.”

said Google, as compiled by KompasTekno from PhoneArena, Friday (18/2/2022).

Still tracking users Even though the Privacy Sandbox already exists, that doesn’t mean Google has stopped tracking and no longer targets ads to its users.

Google will still track it, but not by relying on third-party cookies, but through other things such as initiatives.

The “Privacy Sandbox” aims to enable targeting of ads on the web and Android while maintaining user privacy at the individual level.

In March 2021, Google’s Director of Product Management, Ads Privacy and Trust, David Temkin revealed, from this Privacy Sandbox initiative, what is called Federated Learning of Cohorts (FLoC).

FLoC is an application programming interface (API) that functions to group users with similar browsing patterns. So, with FLoC technology, advertisers will target their ads to groups with similar interests, not to individual users. “FLoC can prevent individual tracking but still provide results for advertisers and publishers,” Temkin said in the official Google blog.

Google will also still collect data collected on a “first party” basis, namely from Google’s own services such as YouTube and Google Search. Likewise Google’s tracker in mobile applications, which will still track users.

It took two years Google says it would take at least two years to design, build, and test new advertising solutions with the Privacy Sandbox.

In the Android developer blog for the Privacy Sandbox initiative, Google has now provided a Privacy Sandbox design proposal.

for review and feedback purposes.

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