Google wants to extend Privacy Sandbox to Android

By integrating the Privacy Sandbox into Android, Google wants to offer advertising solutions that are more respectful of users’ privacy. This program will be tested over two years during which the Mountain View giant will keep the current advertising features.

Privacy Sandbox, an alternative to third-party cookies

Google launches the Privacy Sandbox in 2019 to delete third-party cookies on Chrome. The idea is to enhance privacy and reduce users’ fingerprints. Through the Privacy Sandbox, Google reduces the amount of information sites can access.

By planning to apply this restrictive solution to Android, Google is following in the footsteps of Apple, which integrated App Tracking Transparency from the iOS 14.5 update launched in April 2021. This technology effectively limits the sharing of data from users with third parties and eliminates advertising identifiers on mobile devices.

Advertisers still have two years’ notice before the launch of the Privacy Sandbox on Android. Google is planning a beta by the end of 2022. But once these restrictions are enforced, how could apps fund content by allowing third parties to serve ads and measure ad performance without profiling users? users?

Privacy Sandbox on Android: what impact for ads?

This device is a priori bad news for advertisers. Data will indeed be more limited and more difficult to obtain. But Google seems to assure that the Privacy Sandbox on Android will allow mobile advertisers to continue measuring the performance of their campaigns.

According to observers, the mobile industry is showing little reaction to the Privacy Sandbox on Android. This probably reflects general exhaustion with the many ecosystem changes over the past few years.

Or maybe advertisers feel it was unavoidable on Google’s part in the face of consumers constantly seeking to better protect their privacy. And thanks to Google’s extended rollout schedule, companies aren’t anticipating major disruptions.

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