With the Privacy Sandbox stepping into Android, app developers will be able to develop solutions without using cross-app identifiers, including advertising IDs.
Google recently announced that its Privacy Sandbox would be coming to Android as well. The company further plans to update Google Play with a new data-safety section that will mandate developers to publish their apps’ privacy and security practices. Android 12 will feature a Privacy dashboard to help customers understand when their data is accessed and used by the apps installed.
The new update will also let Android users reset or delete their advertising ID and opt out of ad personalisation. Further, Google aims to continue supporting existing ads platform features for at least the upcoming two years while the company develops new technologies around ad privacy.
While publishers and advertisers will not need to directly adopt new technologies introduced by the Privacy Sandbox, they can begin engaging ad tech partners to adopt solutions built on the new tech. Along with closely tracking Google’s updates on the Privacy Sandbox, focusing on building deeper first-party relationships with customers and offering them value in exchange for data can prove beneficial for publishers and advertisers.
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