Google working to limit data collection on apps on Android smartphones.
The company’s Privacy Sandbox Project is working on a system to lessen the amount of user data that can be gathered by advertisers.
Identifiers are linked to smartphones and used by apps to gather information. Google plans to implement them for at least two years while the company works on a new system.
Google aims to extend its Project Sandbox to Android apps. The company is also working on ways that will limit user data sharing and “operate without cross app identifiers, including advertising ID”.
“We’re also exploring technologies that reduce the potential for covert data collection, including safer ways for apps to integrate with advertising SDK (software developer kits),” Google mentioned.
Not everyone in the industry is happy with Google’s move. Apple and privacy policies from Google will be some of the first moves on how user data is gathered and utilized.
In 2021, Android’s rival Apple put their developers to work to get users’ permission before collecting their information. The company is positioning itself as an advocate of privacy.
Android Security and Privacy Vice President of Product Management Anthony Chavez stated in a blog that “the industry must continue to evolve how digital advertising works to improve user privacy”.
This comes at a time when Alphabet, Google’s parent company, has been getting scrutiny from regulators across the globe for dominating the digital advertising niche.
Google’s design proposals can be checked by developers and provide feedback on Android’s developer site. The tech giant is planning to roll out developer previews this year and a beta version by the end of 2022.
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