Google aims to curtail ad tracking on Android devices with Privacy Sandbox


  • Google is working on new privacy restrictions that will curtail app tracking on its Android devices
  • It is developing privacy focussed replacements for its Advertising ID
  • Developers will have the time to implement changes within the next two years

Google has announced its plans to limit ad tracking on its Android operating system. In a blog post, the search giant announced a multi-year plan to develop Privacy Sandbox on Android devices with the aim of introducing new and more private advertising solutions. 

Also Read: Google Play Games beta brings Android games to Windows PCs: supported games list and system requirements

Google’s rival Apple introduced a tracker blocking features called ATT on iOS last year. Both the tech giants have faced pressure from regulators and new laws to give their users greater control over the data collected by apps on these platforms. 

Google announces Privacy Sandbox to limit ad tracking

Google Privacy Sandbox

Google started adding privacy measures last year called advertising ID or AdId. It builds a profile of the Android user that developers can use to target in-app ads and track the user behaviour across applications. With new changes, the AdId will be phased out for non-personalised ads. 

As per Google, the Privacy Sandbox on Android will provide a clear path to improve user privacy without putting access to free content and services at risk. In a statement, the search engine giant said, “Specifically, these solutions will limit sharing of user data with third parties 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 SDKs.”

Google’s current advertising system will remain active for at least two more years while it tests the new system. The company will give substantial notice to developers and they can review Google’s initial proposals and share feedback on the Android Developer site. The Privacy Sandbox beta is expected to launch by year-end. 

Viraj Gawde

Viraj loves being in the creative field. Being a tech guy and resident tech advisor for his friends and family, his interest lies in smartphones, laptops and cameras. Passionate about creating art, his forte lies in photography. In his downtime, he loves gaming on his self-built rig and supporting FC Barcelona.