Google this week disclosed an expansion of its Privacy Sandbox to Android and proposed new technologies to ultimately replace the mobile ad ID.
The multi-year initiative was built to introduce new, more private advertising solutions. Privacy Sandbox limit sharing of user data with third parties, create solutions that can operate without cross-app identifiers, including advertising ID, and explore technologies that reduce the potential for covert data collection, including safer ways for apps to integrate with advertising SDKs, according to Anthony Chavez, vice president of product management for Android Security & Privacy at Google.
"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," Chavez wrote in a blog post.
