The ‘privacy sandbox’ that has existed on Chrome for some time will also be possible on Android in the coming years. However, this should make tracking across apps more complex.
Google follows Apple’s lead to build a new system for targeted advertising for devices that run on its Android operating system. That should limit the sharing of data with third parties and between apps.
“Our goal with this new system is to develop effective advertising solutions that improve privacy and let users know that their data is safe,” the company said on its blog. Google indicates that the development of the system will take several years.
In recent years, Google and Apple have faced pressure from regulators and new laws to give users more control over the data apps collect. As a result, most smartphones run on one of those companies’ operating systems.
Apple has been a bit faster in building in extra privacy with their App Tracking Transparency Framework, which launched last year. That requires all apps to ask for permission before tracking users across apps and websites. However, Google itself claims that its system will be more sophisticated.
