On February 16, 2022, Google announced that it plans to introduce the cookie-less user tracking function ' Privacy Sandbox ' that Google has been trying to introduce to Chrome from 2019 to Android. This Android version of the privacy sandbox is described as 'a version without the fangs of ATT' because it is more of an advertising company than the similar function 'App Tracking Transparency' that Apple has introduced to the iPhone. It has been.
Introducing the Privacy Sandbox on Android
Google doesn't want to pull an Apple with new ad tracking changes for Android
Android's toothless “Privacy Sandbox” fails to answer iOS tracking limits | Ars Technica
Google to overhaul how ad-tracking works on Android phones --The Washington Post
For example, it is important to know 'user needs' in order to improve the effectiveness of advertising so that it does not make sense to advertise a brassiere to men. A unique ID called ' ad identifier (ad ID) ' is assigned to iPhones and Android devices, and app developers and advertisers use this ad ID to 'which in-app ad was clicked by the user' and 'what'. It was possible to track behavior such as 'Did you pay for?'
However, in recent years, there have been strong voices that such 'user tracking' is a violation of privacy, and Apple has asked users whether to allow user tracking using advertising IDs from 'iOS 14.5' released in April 2021. Implemented a privacy enhancement system called ' App Tracking Transparency (ATT) ' that allows you to choose. As a result, the majority of iPhone users are now refusing to track.
The Android version of the privacy sandbox announced by Google on February 16, 2022 is the Android version of ATT mentioned above. The Privacy Sandbox is a system that Google has proposed as an alternative to user tracking using cookies in order to eliminate Chrome's 'user tracking using cookies' in 2019.
Google declares that it will develop a mechanism that 'protects user information and does not impair the relevance of advertisements' --GIGAZINE
Google revealed in this announcement that this is the very beginning of a multi-year plan, that feedback can be shared on Android developer sites , and that user tracking isn't abandoned altogether. We will promote implementation in consideration of the advertising industry, which contributes to the existence of content and free services, and work closely with regulatory authorities so as not to give preferential treatment to our products. Since there are few specific contents, it is reported that the contents are generally 'to reveal the concept'.
How does Google's new advertising system 'FLoC' work? | GIGAZINE.BIZ
In addition, FLoC has caused great criticism that it is possible to identify individuals by analyzing the 'set of users' in detail, and Google announced 'Topic ID' as an alternative to FLoC in January 2022. doing. Since the Android version privacy sandbox announced in such a flow is only an outline, it is unclear what kind of implementation will be concretely implemented.
What kind of mechanism is Google's policy conversion to 'topic API' by abandoning FLoC, a new system that has been described as 'worst'? --GIGAZINE
in Mobile, Posted by log1k_iy