Google Privacy Sandbox: How It Keeps Android Safe From Ads

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Privacy Sandbox is a new initiative by Google to enhance privacy if a user is on the web. Cookies used for marketing are a growing concern on the internet. Sandbox aims to provide current functionalities in a limited version to internet users with their privacy concerns. Privacy Sandbox’s goal is to provide an environment that doesn’t rely on one on one identification. By this, the privacy sandbox won’t identify individual users, which means Id is replaced by cookies – still allowing advertisers to track you. Publishers still monetize their ads through contextual and behavioral targeting. Showing ads not only benefits the publisher but also the internet users when it is relevant. Through HTTP requests context of the page is collected by web crawlers which are then used to determine the ad to show to the internet users.

In this targeting data like user visited site, their action on the site whether purchased or not are used to show ads. What you may find about Google privacy settings, is that they randomly revert themselves to defaults with no suggestion whatsoever. They hardly give much attention to the law and know that most people would never notice. Google has revealed that it is going to introduce a new solution and it will cover adverting solutions. The new initiative which is called as Google Privacy Sandbox initiative will compile with Android devices. Google has planned to extend the new initiate to comprise all the android devices shortly. The newly introduced privacy solution will help the user in limiting the data they share with third-party apps.

Google Privacy Sandbox

It will also work with cross-app identifiers which include advertising. The new initiative has been unveiled by Anthony Chavez, VP-Product Management, Android Security & Privacy, Google. Very few people know but the Advertising ID is a unique ID that is assigned to every mobile device by Google Play services for advertising in the device. For the time being, Google has already provided a similar initiative that helps the user to opt-out of personalized ads, internet-based advertising with the help of Android settings. Anthony Chavez also told that we are also going through several technological advancements and exploring new technologies which will diminish the potential of data collection in the devices by third-party apps. It will include optimum ways to integrate with advertising software development kits.

There are lots of other companies that collect your data or track you but for some reason, everyone seems to focus on Google. But we are not sure why we should be concerned about Google collecting data to create targeted ads it’s doesn’t seem like there using user data for nefarious purposes. They are just using your data to make a profit and in return, they give you good services and very good voice assistance. What more concerning is the security. if there are bugs that will allow someone to steal anyone’s credit information, photos, or other personal things that are more concerning. The reason behind it, it can negatively affect your life. We don’t know why we should be that concerned about Google’s data collection but if someone tells us about the downside and negatives then we must consider it as a serious issue.

Google Privacy Sandbox Timeline

Anthony Chavez didn’t reveal the appropriate time at which the Google privacy sandbox will be introduced. For the time being it is observed that the solution will be available for Android devices in a few months. On the other hand, another ongoing initiative of privacy sandbox will take at least two years to be available for all android based devices. Apple has also unveiled similar privacy last year to limit the data collection of iOS devices by third-party users. The feature allows the user to have total control over the data sharing and it will only be shared by permission. Then only the advertisers can use the data of the users for advertising purposes. They spend lots of money and have lots of people working very hard to ensure that nobody’s privacy is compromised. Every piece of every system is so carefully reviewed for privacy concerns that it almost slows down regular development.

So if you are going to consider Google Fi, don’t let privacy be your limiting factor. They have so much money, lots of bargaining power, and no reason to play unfair. The rebuttal from the public wouldn’t be worth the small advantage it would give them. Look at mistakes that have sent large companies into trouble. Yahoo tried to hide several data breaches and that cost them dearly. The privacy policy of Apple had caused huge dispersion among several companies like Meta, Snap Inc, and Twitter. These companies earn a greater section of their revenue from target advertising. These apps collect data of the users and show advertisements according to the data collected. Meta CFO Dace Wehner has said that the changes in the policy have caused a huge impact on Meta and in the future, it will cost the company around $10 billion.

How Google Privacy Sandbox Work

Last month Meta has incurred a loss of around $251 billion in market value. The loss of meta has been termed as the largest wipe-out in a day in the US corporate history. Chavez has told “other platforms have taken a different approach to ads privacy, bluntly restricting existing technologies used by developers and advertisers” on Apple’s privacy policy changes.

“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,” he said.

He also said “We’re also committed to working closely with regulators. We’ve offered public commitments for our Privacy Sandbox efforts on the web, including ensuring that we don’t give preferential treatment to Google’s ads products or sites. We’ll apply these principles to our Android work as well, and continue working with the U.K. Competition and Markets Authority, and others,”.

“India’s journey to becoming the largest digitally connected nation brings with it not just tremendous potential but also a great responsibility. Creating a safer internet requires the commitment of the entire industry and this initiative by Google is an important step in that direction,” said Umang Bedi, co-founder, of VerSe Innovation (owns apps such as Daily Hunt and Josh). While Hungama Digital COO, Siddharth Roy has said that they are looking towards the optimum solution that will improve the privacy of the user and it will also the developer’s community. While Snap Inc also said that “excited to collaborate with Google to develop new privacy-preserving standards for Android”.

Google Privacy Sandbox Features

Google Privacy concerns are not serious, as anyone who works deeply with Google Ads knows. (We don’t get to see any personal information about you. We just trust the reporting that shows that our advertising is only being shown to our chosen market segment, which is all done algorithmically and with incredible precision.)  If you want to opt out of Google’s privacy policy completely, stop using Google’s services (Gmail, Maps, Youtube, etc.) However, that may not be necessary for the level of privacy you want. Google gives you quite a lot of control over the data they store about you and there are many things you can switch off. In any Google service, click the Account icon (your picture in the upper right-hand corner). Then click “Manage your account”. The best thing is to use separate phones or laptops for personal use and work environment.

In certain situations being hacked, being spied on, or being tracked have advantages too. In a working environment, if you are tracked people would know if you involve in an accident or somebody is faking your account. Security comes when more than one person spying on the same person so nobody can fake content or activity. But for a personal thing, it is dangerous if your data is breached and fall into bad people. The privacy sandbox for the web was initiated in the year  2019 and it was aimed to create web technologies that will help the user in protecting privacy. It will also help the creators and developers to build better digital businesses. The initiative has taken sufficient time and it was more demanding after Apple’s privacy policy initiative. Although, Google is pretty slow in introducing a privacy sandbox eventually it is about to introduce and protect the user’s privacy to the next level.

Google Privacy Sandbox Proposals

You should worry about privacy the second you log onto the internet, not just Google. At least you can adjust your privacy settings in Google. Just click on your photo icon and go to “manage your Google” account. The privacy concern is that your shopping habits, political opinions, favorite color, and other information about you are used to determine how to sell you something.

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