Google to bring Privacy Sandbox to Android, limit data sharing with third parties

tech.hindustantimes.com:

Google is serious about improving the data privacy standards on Android. Starting now, Google has announced a multi-year initiative to build a Privacy Sandbox on Android. The goal behind this is to focus on individual data privacy while sharing data with advertisers and limit data sharing with third parties. The effects of this initiative will start reaching consumers by April 2022 as part of Google Play updates.

The Privacy Sandbox was been around for Google Search for some time now and Google now wants to bring the same to Android. The company says that it wants to strengthen user privacy but not at the cost of restricting access to free content and services. Taking a dig at Apple, Google says it does not want to restrict existing technologies that could affect users on the long run.

“Our goal with the Privacy Sandbox on Android is to develop effective and privacy enhancing advertising solutions, where users know their information is protected, and developers and businesses have the tools to succeed on mobile. While we design, build and test these new solutions, we plan to support existing ads platform features for at least two years, and we intend to provide substantial notice ahead of any future changes,” says Google.

“We’re also committed to working closely with regulators. We’ve offered public commitments for our Privacy Sandbox efforts on the web, including ensuring that we don’t give preferential treatment to Google's ads products or sites. We'll apply these principles to our Android work as well, and continue working with the U.K. Competition and Markets Authority, and others,” adds Google.

“Specifically, these solutions will limit sharing of user data with third parties and operate without cross-app identifiers,