This facilitates interest-based ads personalization, also without relying on user-level identifiers. This is an API for measurement of ad performance without the need for user-level identifiers (like the GAID). This is a new framework designed to provide a safer way for apps to integrate with third-party SDKs. There are four ‘design proposals’ in Privacy Sandbox on Android: Screenshot from Privacy Sandbox on Android website, February 16, 2022 There’s no need for immediate concern, and we’ll all have plenty of time to prepare. Google is eager to note that none of these changes are coming imminently: the current techniques (including GAID access) won’t change for at least the next two years, and beta releases of the new technologies aren’t expected until late in 2022. Now, it’s no longer just about third-party cookies - the Google Advertising ID (GAID) is also in scope, and this starts to look a lot like the privacy updates Apple introduced with iOS 14. Privacy Sandbox on Android is an expansion of that original initiative to also cover native Android apps.

This original version focused on Chrome, with the intention of developing replacements for third-party cookies on the web, and is what gave us proposals like FLoC (recently revised into Topics). Google first introduced Privacy Sandbox several years ago. In this blog post, I’m going to recap what Privacy Sandbox is, share some early thoughts on what it means for mobile linking and measurement, and give you a preview of what to expect over the next few months.

This is the much-anticipated counterpart to Apple’s iOS 14 privacy changes (AppTrackingTransparency and SKAdNetwork), but there are a number of things about Privacy Sandbox that will hopefully make this situation different from the IDFA Apocalypse of 2020. Earlier today, Google announced Privacy Sandbox on Android.

Apple sandbox