Google extends Privacy Sandbox initiative to Android, plans to sunset the advertising ID

Google this week announced that will extend the Privacy Sandbox initiative to Android. Privacy Sandbox is an initiative to improve user privacy, first launched just for web.

Google says Privacy Sandbox on Android will limit the sharing of user data with third parties and operate without cross-app identifiers, including advertising ID.

Privacy Sandbox on Android is also focused on targeting and measurement in-app but Google is also evaluating web-to-app cases.

Google last year followed Apple restricting access to the advertising identifiers in Android devices. When a user opts out of interest-based advertising or ads personalization, the advertising identifier is not available on Android devices.

Google plans to support existing ads platform features for at least two years, and says it intends to provide notice ahead of any future changes.

According to Google, the goal with the Privacy Sandbox on Android is to develop effective and privacy enhancing advertising solutions, where users know their information is protected, and developers and businesses have the tools to succeed on mobile.

Google plans to release developer previews over the the year, with a beta release by the end of the year.