Android launches privacy sandbox

By Anthony Chavez, VP Product Management, Android Security & Privacy

Mobile applications are a core part of our daily lives. Currently, more than 90% of the apps on Google Play are free, giving billions of users access to valuable content and services. Digital advertising has played a key role in making this happen. To ensure a virtuous application ecosystem that benefits users, developers and businesses, the industry must continue to improve the way digital advertising operates to enhance user privacy protection. That's why initially we gave users more control by developing Advertising ID (advertising ID) . Last year, we rolled out a number of improvements to our privacy and security policy , but we firmly believe we should keep going.

Today, we announced a multi-year initiative to build the privacy sandbox on Android to introduce a newer, more private advertising solution. Specifically, these solutions limit the sharing of user information with third parties and can operate without cross-app identification, including advertising IDs. We're exploring techniques to reduce the viability of covert data collection, including more secure ways to integrate apps with ad SDKs.

The Privacy Sandbox on Android builds on 's existing web-side efforts, , to provide a clear path to improving user privacy without compromising user access to free content and services.

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We realize that other platforms are taking a different approach to ad privacy, with hard landings that limit the use of existing technology by developers and advertisers. We believe that without first providing an alternative path to , such methods may be and may have negative consequences for user privacy and developers.

Our goal in building the Privacy Sandbox on Android is to develop effective and privacy-enhancing advertising solutions that let users know that their information is protected and that developers and advertisers can benefit from this tool on mobile . As we design, build and test these new solutions, we plan to support existing ad platform performance for at least two years, and we will communicate any future changes in advance.

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Starting today, developers can view our initial designs and share feedback on the Android developer site . We plan to release a developer preview alongside the beta version during the year. We will update the design and schedule regularly and you can also receive relevant updates by registering here .

We know this initiative will require industry-wide input to succeed. We've heard from many partners who want to work with us to improve ad privacy on Android. We also hope that more institutions will join us.

Snap, we put privacy first and put privacy at the heart of our product design. We're excited to partner with Google to develop new privacy standards for Android.

• Snap Inc.

support Google's efforts to raise the bar on privacy on the platform, while making it easier for users to understand how their data is being used. It's great that Google has brought developers on board early to ensure we have enough time to respond to and participate in this important change.

• Rovio

privacy protection is a top priority for Duolingo, and we thank Android for the deliberation process Android has taken to release new solutions and solicit feedback from the ecosystem.

• Duolingo

We are also committed to working closely with regulators. We've made a commitment16216f4b87f2fa to you about our privacy sandbox work on the , including making sure we don't give preferential treatment to Google's advertising products or sites. We will also apply these principles to our privacy sandbox work on the Android platform and continue to work with the UK Competition and Markets Authority and others.

The Privacy Sandbox on Android is an important part of our mission to raise the bar on user privacy while giving developers and businesses the tools to succeed on mobile devices. We look forward to working with you all on this journey!