Background information
Apple iOS 14.5: online privacy, please
by Dominik Bärlocher
Android: Google announces restriction of advertising tracking
17.2.2022
Translation: machine translated
Google wants to collect less private data for advertising on Android devices in the next few years. The "Privacy Sandbox" is supposed to help with this.
Ad tracking on Android is to be restricted in the coming years with the Privacy Sandbox. This was announced by Anthony Chavez, Google's Vice President of Product Management for Android Security & Privacy, in a blog post. The goal, he said, is to collect less private data for advertising playout.
Advertising with less private data
The Privacy Sandbox is an attempt to protect the privacy of users and still enable targeted advertising. Put simply, ad networks then no longer collect data across different apps and websites. Instead, they remain in the privacy sandbox and enable advertising according to target groups without giving out personal data.
So much for the theory. How exactly this will be implemented technically, Google will clarify with developers and other companies in the coming months and years.
Die Privacy Sandbox für Android ist ein wichtiger Teil unserer Mission, die Privatsphäre von Nutzern zu schützen und gleichzeitig Entwicklern und Unternehmen die Werkzeuge an die Hand zu geben, die sie für den Erfolg im mobilen Bereich benötigen.
In the Chrome browser, the Privacy Sandbox already allows third-party cookies to disappear. From Google's perspective, they are outdated and the company is using the change to score points with more privacy. However, the company cannot do without the advertising business. In the fourth quarter of 2021, advertising provided $61.2 billion of the group's $75.3 billion in revenue.
Apple, on the other hand, is taking a more rigorous approach. The anti-tracking measures introduced with iOS 14.5 cost other companies money. Meta, the parent company of Facebook, Instagram and Whatsapp, expects to make ten billion dollars less in revenue in 2022 as a result of Apple's anti-tracking measures on iPhones and iPads.
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