If Apple had the App Tracking Transparency (ATT) anti-ad tracking feature, Google would have the Privacy Sandbox.
With the Privacy Sandbox, Google will build a new advertising system that will better protect the privacy of Android and Chrome users. However, this technology will only be available in the next two years or starting in 2024.
So far, Google is known to track the activity of Android and Chrome users using ad tracking methods with third-party cookies and advertising identifiers (advertising ID). The goal is to target personalized ads to users.
Google itself assesses advertising as an essential part of providing users with an internet experience.
However, the company based in Mountain View, California, United States, does not deny changing some of its advertising tools to protect user privacy better.
Hence, the Privacy Sandbox initiative was born. According to Google, the Privacy Sandbox will limit the sharing of user data with third parties.
The initiative will also stop advertising identifiers (advertising IDs) which could otherwise track users' online activity for personalized ad targeting.
"Privacy Sandbox technology aims to make existing tracking mechanisms obsolete and block secret tracking techniques," said Google, as compiled by KompasTekno from PhoneArena, Friday (02/18/2022).