Profiling crackdown: Google to toughen app tracking with ‘Privacy Sandox’

By Sami Fathi, MacRumors

Google has announced plans to strengthen user privacy on Android with a new initiative that will put an end to cross-app tracking on Android over the next two years, making it more difficult for advertisers to track users across other apps.

In a blog post, Google announced a multi-year project named “Privacy Sandbox” that introduces “more private advertising solutions” for mobile apps. The cornerstone of Privacy Sandbox will limit data shared with other third-party apps, making it more difficult for advertisers to build a profile of users for targeted advertising purposes.

The new initiative will draw similarities with Apple’s App Tracking Transparency framework (ATT) that launched with iOS 14.5 last year. Unlike Apple’s ATT, which requires all apps to ask for user consent before tracking them across other apps and websites, however, Google’s Privacy Sandbox will limit app ability as default while also looking for new privacy-preserving ways to enable mobile advertising.

Read the full story at MacRumors.com:

https://www.macrumors.com/2022/02/16/google-privacy-sandbox-apple-approach-ineffective/