Google to replace existing ad tracking tools on Android with privacy sandbox

Google is planning to change how ad tracking works on Android devices. As part of the overhaul, Google said it will build a privacy sandbox for Android to limit the amount of user data apps can share with third parties for advertising. Google said it's also working on solutions to prevent apps from collecting data without the user's knowledge. 

"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. These solutions will limit sharing of user data with third parties and operate without cross-app identifiers, including advertising ID," Anthony Chavez, VP, Product Management, Android Security & Privacy at Google said in a blog post. 

"We’re also exploring technologies that reduce the potential for covert data collection, including safer ways for apps to integrate with advertising SDKs," Chavez added. 

The new privacy sandbox will phase out the existing advertising ID tool, which is unique to every Android device. The advertising ID is used to create a user profile which is then used by app developers to measure app usage and target them with in-app advertisements. 

In 2021, Google had announced that it will automatically remove the advertising ID of users who opt out of personalised ads, and app developers will only receive a string of zeros instead of the identifier. 

Google's plans to curb intrusive advertising stems from the growing criticism the company has been facing for its advertising and data collection practices. Regulators in several countries are looking into data collection practices of big tech companies such as Google and Facebook and its implications on user privacy and business of rivals. 

In June 2021, the European Commission opened an antitrust probe into Google's advertising practices. 

Google was also forced to rethink its advertising practices by some of its rivals such as Apple that have taken a tougher stand on intrusive advertising practices. In 2021, Apple had released its app tracking transparency tool that  requires developers to first seek consent from users before they can track their activity across other apps and websites. 

It provided more granular control to users over being tracked and also exposed apps 

that were involved in cross-service ad tracking.  

Apple's do not track feature has been criticised by Meta Platforms CEO Mark Zuckerberg. Early this month, 

Dave Wehner, CFO of Meta Platforms said that Apple's privacy changes caused a major dent in Facebook's core business of targeted advertisements, after Meta reported a loss of $10 billion in Q4 2021. 

Chavez said, Google is aware that other platforms have taken a different approach to ads privacy, "bluntly restricting existing technologies used by developers and advertisers."

Google will continue to support the existing ad system for at least two years, and will provide developers a heads-up before its phased out and the new system kicks in. 

According to Chavez, the developer previews for the privacy sandbox will be released during the course of the year and a beta release will take place by the end of the year. Developers can provide their feedback on Android developer site.