With Privacy Sandbox in place, user data is collected and analyzed on the user’s device before being sent to advertisers and other third parties. This new process won’t reduce the volume of user data collected, but it will reportedly limit the volume of user data being transmitted. Google is also working on a similar initiative on Google Chrome called Privacy Sandbox for the Web. The company will eventually use new privacy techniques to phase out third-party cookies entirely.
How Does Google’s Privacy Sandbox Work?
Privacy Sandbox for Android relies on APIs that allow users to pick ad topics and store app interactions on a local level. This data is then analyzed by the user’s device, which assigns the user to various consumer categories. This approach will also utilize the new feature SDK Runtime to prevent covert tracking by third-party advertisers through smartphone apps. Doing so ensures that third-party ad code will run separately from an app’s code, as well as prevents third parties from tracking users’ on-app data. Google will also introduce Attribution Reporting APIs to replace cross-app tracking to measure the effectiveness of an ad. Essentially, these APIs will allow advertisers to learn how users interact with an ad without providing any identifying information. In a blog post, Google Privacy Sandbox VP Anthony Chavez said that users would receive an Android notification if selected to participate in Privacy Sandbox for Android. These users can head to the Privacy Sandbox section under Settings to manage interests. “For example, you could see that Android has estimated that you’re interested in topics like Movies or Outdoors, and you can block any topics if they don’t fit your interests,” Chavez said. “And if you change your mind about participating in the Beta, you can turn it off or back on in Settings.” Over time, Google plans to extend Privacy Sandbox Beta access to more users.
‘Solutions That Protect Users and Work for Developers’
Chavez stressed the need to work on solutions that ensure user privacy while still working for developers. Chavez described Apple’s App Transparency Tracking (ATT) as a “blunt approach” without a viable alternative for developers. He added that the ATT did not help user privacy as it led to device fingerprinting. To avoid a similar result, Google shared its design proposals and developer review with hundreds of companies in the Android ecosystem. Google used the feedback from these companies to shape its designs. “Evolving digital advertising to enhance user privacy, by moving away from reliance on cross-app tracking, is vital for the future of a thriving mobile ecosystem,” Chavez stated. “We’ll continue to work closely with developers, marketers, and regulators on this journey,” he added. Google is also focused on improving cybersecurity for customers of tech products and services. Senior executives recently penned a blog highlighting the need for “secure-by-default” tech products. If this article woke up your inner privacy freak, read our article on what Google knows about you. You can also check out our detailed guide on smartphone privacy and learn how to keep your data safe.
