Google builds a new Android privacy sandbox, and the Meta advertising business is trembling?

Google announced on the 16th that it will create a Privacy Sandbox for the Android system, which will reduce the ability of apps on Android phones to track user behavior. Prior to this, Apple has taken similar actions, proposing “App Tracking Transparency” (ATT) for the iOS system and launching it for a period of time, subverting the current practice of advertising technology for many years, and making advertising the main source of revenue. Meta, the parent company of Facebook, jumped. However, in the face of Android’s privacy sandbox, Meta expressed its willingness to support Google’s implementation of privacy adjustments.

More than 90% of the apps on Google Play are currently free to use, and billions of users access important content and services through these apps; the key to the free use of these apps is to support app development and operation through digital advertising . However, in order to ensure the sound development of the app ecosystem, the industry must continue to improve digital advertising operations to protect user privacy, which is why Google originally developed advertising IDs to provide users with more control. Google shared its efforts to improve these controls last year, but still believes that protecting privacy must go further.

Gogole builds Android’s privacy sandbox
Google announced on the 16th a multi-year plan to create a privacy sandbox for Android, based on Google’s existing network technology achievements, the goal is to introduce new advertising solutions, further protect user privacy, and allow users to continue Access free content and services. These solutions limit the sharing of user data with third parties and work without cross-app ID identification, including advertising IDs. Google will also continue to develop new technologies, such as apps that can more securely integrate the advertising SDK to reduce the possibility of surreptitiously collecting data.

From now on, developers can go to the Android Developers site to view Google’s initial proposal and provide feedback. Google expects to launch a developer preview this year and a beta test version by the end of the year. It will also provide regular updates on the design and schedule. Google also said that while designing, developing and testing new solutions, it will maintain the existing advertising platform functions for at least 2 years, which means that other companies have time to adjust.

Not only is Google committed to working closely with regulators, but it also has a public commitment to a privacy sandbox for web services, including no special treatment for Google ad products or websites, and these principles apply to Android products as well. The move is not difficult to see, as consumers and lawmakers become more concerned about how personal data is used, Google’s various protections for user privacy are expected to help the technology giant face regulatory problems.

The most opinionated Meta voices support for Google
Such a policy change is likely to affect some of the big tech companies that rely on tracking individual usage across apps or websites owned by other companies and monetizing them with ad serving, most notably Meta.

Apple’s ATT mechanism has been implemented with the launch of iOS 14.5, which has dealt a heavy blow to the Meta advertising business. Meta’s financial report this month said that Apple’s new privacy policy will reduce Meta’s advertising revenue by about $10 billion. As soon as the news came out, Meta’s stock price plummeted and its market value evaporated by as much as $232 billion in one day. The largest loss in a single day, the total market value once fell below 600 billion US dollars.

Although Meta opposes Apple’s new privacy regime, it is willing to support Google’s implementation of privacy adjustments.

Graham Mudd, vice president of Meta, Facebook advertising and commerce product marketing, pointed out on his personal Twitter account that he is happy to see Google adopt this long-term, collaborative approach to provide privacy-protecting personalized advertising, and he also expressed his expectation to continue to work with Google and the industry as a whole. Collaborate to enhance privacy technologies together.

On the other hand, while not naming names, Google’s article on its official blog implicitly criticized Apple’s approach. Google points out that the advertising privacy protection mechanism adopted by “other platforms” focuses on limiting the tools currently used by developers and advertisers, which it believes is different from Google because this mechanism does not first provide an alternative privacy protection method. , the effect may not be as expected, and may also have a negative impact on user privacy and developer work. Google hopes to develop an advertising solution that effectively strengthens privacy protection mechanisms through Android’s privacy sandbox. In addition to allowing users to be sure that their personal data is protected, it also provides developers and businesses with appropriate tools to assist them in mobile devices. achieve the desired goal.

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