We realize that other platforms have taken a different approach to ads privacy, bluntly restricting existing technologies used by developers and advertisers.
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The Privacy Sandbox on Android builds on our existing efforts on the web, providing a clear path forward to improve user privacy without putting access to free content and services at risk. We’re also exploring technologies that reduce the potential for covert data collection, including safer ways for apps to integrate with advertising SDKs. Specifically, these solutions will limit sharing of user data with third parties and operate without cross-app identifiers, including advertising ID.
Today, we’re announcing a multi-year initiative to build the Privacy Sandbox on Android, with the goal of introducing new, more private advertising solutions. Last year we introduced improvements to these controls, but we believe it’s important to go further. That’s why we originally developed advertising ID to give users more control.
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But in order 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. Digital advertising plays a key role in making this possible. Currently over 90% of the apps on Google Play are free, providing access to valuable content and services to billions of users. Mobile apps are a core part of our everyday lives.
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