Google’s ‘Privacy Sandbox’ is being rolled out in a beta test to a limited number of Android 13 devices. The technology, similar to Apple’s App Tracking Transparency feature, has been developed to improve privacy and remodel ad tracking on Android phones.
More specifically, users can access Privacy Sandbox from settings and use it to manage or block topics they don’t want to be targeted for.
After allowing selected users to access the feature, Google plans to gradually expand it to more people. Android users of devices that will be selected for supporting Privacy Sandbox will be notified about their ability to access it.
Android devices are currently assigned the Android Advertising ID, which works to track user behavior and build a personal advertising profile accessible to app developers. Privacy Sandbox will work in opposition to this ID by limiting sharing of user data with third parties. It will also remove cross-app identifiers, while still supporting personalized ads, using new privacy-preserving APIs.
In addition to that, Google is expected to launch its Privacy Sandbox for web project for Chrome by 2024.