Google is looking for a worthy replacement for the third-party cake, so much we know. Under the vignette Privacy Sandbox, the company has, among other things, first launched Floc, which was later put on ice in favor of Topics. The idea with the various initiatives is to provide a more privacy-friendly handling of personalized ads. Integrity is hot, and one that is often pointed out in this area is Google.
But ad management must also be sharpened on our smartphones and tablets. Today namely comes the latest news in Privacy Sandbox; that personalized ads will be more privacy-friendly even on Android. In a blog posts Google writes, among other things, that 90 percent of all apps on Google Play are free, which is made possible by ads.
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The company’s vision for the future is that the sharing of advertising profiles between different apps should be limited, but also that the data access based on these should be limited to third parties, and that it should be more difficult for fraudulent apps to collect data secretly.
The whole thing can be considered quite abstract at an early stage, but for the really interested, Google offers a deeper look at the philosophy around Privacy Sandbox for Android on this page. This, among other things, to maintain transparency and understanding with developers, advertising networks and companies that closely follow all of Google’s steps in the new, more privacy-friendly advertising market.