Google’s Privacy Sandbox, a project that reduces cross-site and cross-app tracking, announced on Feb. 16 a multi-year initiative to build more private advertising solutions on Android.

Among the proposed solutions are SDK (Software Development Kit) Runtime, which limits user data collection by isolating a third-party’s advertising code from an app’s code; and Topics API (Application Programming Interface), which infers ads based on a user’s interest without having to track individual users across apps.

Developers can review and share feedback on the initial design proposals at developer.android.com/design-for-safety/ads.

A beta release of the developer previews is scheduled at the end of the year. In its announcement, Google also said it plans to support its existing ads platform features for “at least two years.”

Anthony Chavez, Google vice president for product management, android security, and privacy, ensured that Google doesn’t give preferential treatment to its own ads, products, or sites.

“We’ll apply these principles to our Android work… and continue working with the UK Competition and Markets Authority, and others,” Mr. Chavez said in a press statement. He further noted in a blog that restricting the technologies used by advertisers — as in the case of Apple’s App Tracking Transparency (ATT) — is ineffective.

Tech website Ars Technica raised the concern that Privacy Sandbox on Android is voluntary, and called the privacy improvements “toothless” since advertisers can choose to opt out.

Ad revenue accounted for 80% of Google’s revenues in 2021, according to financial website Investopedia. — Patricia B. Mirasol

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