Google is building its Privacy Sandbox on the Android mobile device operating system – a move that follows Apple in cutting back ad tracking on smartphones, and which comes with heavy implications for social media and digital advertising firms.
It’s a multi-year initiative to provide what Google calls, “new, more private advertising solutions” that will “limit sharing of user data with third parties and operate without cross-app identifiers, including advertising ID.”
The company says it’s also exploring technologies to reduce the potential for covert data collection.
Alongside Apple’s privacy changes to iOS, Google’s move could help accelerate the end of long-entrenched advertising approaches on smartphones.
However, Google implicitly criticized Apple’s approach in its announcement, saying , “We realize that other platforms have taken a different approach to ads privacy, bluntly restricting existing technologies used by developers and advertisers. We believe that — without first providing a privacy-preserving alternative path — such approaches can be ineffective and lead to worse outcomes for user privacy and developer businesses.”
Google said its goal is to develop effective and privacy-enhancing solutions to reassure users and benefit developers and businesses. It will support existing ad platform features for at least two years and give “substantial” notice of changes.
Related companies felt some pain all over again on Wednesday, as Meta Platforms fell almost 3%, Snap shares gave up 3.4%, Pinterest was down by 1% and Twitter fell by 3.6%.
Ad technology companies were also lower amid a broader market decline. Decliners included Magnite, which fell by 7%; AppLovin off by more than 9%; PubMatic , down by 6.5%; Digital Turbine, which fell more than 11%, and ironSource, down by almost 5%.
Original article at Seeking Alpha
