Google launches tool to prevent apps from tracking users on Android

Google announced this Tuesday (14), Privacy Sandbox Beta on Android 13. The program comes as a trial version. with identifier-free APIs to track user activity in apps and websites.

In order to bring more privacy, to terminate cookies and to offer personalized advertising, Privacy Sandbox anonymizes internet browsing. Whoever participates in this step will be able to configure the device to display, for example, advertisements for movies or outdoor events without providing further personal data.

The person can also block potentially uninteresting topics such as dancing, local news, and investing.

According to the tech giant, anyone invited to join the initiative will receive a notification. Even if the user decides to contribute to the Privacy Sandbox Beta, they can turn this setting off later.

At this stage, the Privacy Sandbox is only available to a small percentage of devices running Android 13. The idea is to roll out the service to more devices over time.

Loyalty to users and companies

Anthony Chavez, Google’s vice president of privacy, argued that the initiative is trying to meet widespread interests, in the announcement that mentioned the availability of the Privacy Sandbox beta on Android 13. In the case of users, the idea is to protect privacy; in the case of companies, the aim is to continue enabling effective advertising.

In this sense, he argued that the Mountain View giant does not want to use “sudden strategies”. This was a criticism of App Tracking Transparency (ATT), a new Apple privacy policy that has caused dissatisfaction and financial losses for startups like Meta.

“Existing strategies that do not offer viable alternatives are detrimental to developers and do not improve privacy. All of this eventually leads to even less private ways to track users, like device “fingerprints,” Chavez said.

The executive argued that hundreds of companies have already submitted suggestions and criticisms about the Privacy Sandbox, to point out that Google is acting differently in its attempt to give users more privacy without disrupting online advertising.

“The evolution of digital advertising from reliance on cross-app tracking to enhanced privacy for users is critical to the future of an thriving mobile ecosystem. We will continue to work closely with developers, marketers and regulators.”