They came up with the “Privacy Sandbox” name on opposite day — Android launches yet another way to spy on users with Privacy Sandbox beta Rather than match iOS’s tracking limits, Google built an additional tracking system.
Ron Amadeo – Feb 14, 2023 10:29 pm UTC EnlargeAurich Lawson / Getty Images reader comments 110 with Share this story Share on Facebook Share on Twitter Share on Reddit
Apple blew up the advertising market in 2020 when it gave tracking an opt-in feature on iOS. Since then, Googlethe world’s biggest advertiserhas been slow to roll out its solution for Android and Chrome. The idea that Google has come up with is called the “Privacy Sandbox,” which sounds like a good thing, but it’s a new tracking system for Android and Chrome. Once that is up and running, only then does Google say it will start blocking existing tracking methods like third-party cookies.
The company’s latest progress report says that the Privacy Sandbox is coming to Android, in beta. Google says, “The Privacy Sandbox for Android Beta will roll out gradually, starting with a small percentage of Android 13 devices, and will expand over time. If your device is selected for the Beta, youll receive an Android notification letting you know.”
Privacy Sandbox, on Chrome and Android, tracks users by interest groups rather than individually, which Google claims is a privacy improvement. Android will soon build an advertising profile of you, and the user interface will let you block “interests” you don’t want to see ads for. There’s an off switch and a list of apps that plug into the new tracking systempresumably anything using a new build of the Google Ads API. Advertisement Enlarge / Android’s Privacy Sandbox controls. Google
Further ReadingChromes new ad-blocker-limiting extension platform will launch in 2023Another user-tracking system on Android is no big change in the grand scheme of things because there are already advertising and targeting APIs in Google’s OS. Adding the Privacy Sandbox tracking system to Chrome is a far bigger change since that’s the first time an ad system has been built directly into Google’s browser. Google also wants to cripple ad blockers on Chrome sometime this year. Google makes about 80 percent of its revenue from advertising, so forcing ads into its browser and OS is one of the few things the company does that will affect its bottom line.
The “Privacy Sandbox” on Chrome has at least some roundabout argument for improving privacy, since Google claims it will one day block third-party tracking cookies in Chrome once the system rolls out. On Android, the Privacy Sandbox tracking is in addition to all the usual individual tracking methods; it’s not being pitched as an alternative to anything. The Privacy Sandbox on Android is toothless, and Google has no plans to reduce tracking on Android. The company said last year: “We plan to support existing ads platform features for at least two years, and we intend to provide substantial notice ahead of any future changes.” So even in the best-case scenario, Google has no plans to answer iOS’s2020 tracking reduction until at least 2024. reader comments 110 with Share this story Share on Facebook Share on Twitter Share on Reddit Ron Amadeo Ron is the Reviews Editor at Ars Technica, where he specializes in Android OS and Google products. He is always on the hunt for a new gadget and loves to rip things apart to see how they work. Email ron@arstechnica.com // Twitter @RonAmadeo Advertisement Channel Ars Technica ← Previous story Next story → Related Stories Today on Ars