Thursday, June 1, 2023

Google is testing ways to allow Android apps to track you, but not really - Search Engine Land

Last updated Wednesday, February 15, 2023 11:05 ET , Source: NewsService

The Privacy Sandbox beta is a tool that enables businesses to monetize your data without directly accessing it, which Google says is considerably better for safeguarding user privacy.

The spotlight is currently on the alterations being implemented to Google Chrome, where they pledge to eliminate third-party cookies, which have been the primary method utilized by companies (including Google) to trace your online activity for the past three decades.

The new beta test rolls out first to a “small percentage” of Android 13 devices and will expand over time. You’ll get a notification if you’re selected, with the option to opt-in or out. The beta will also be available to a selected number of app developers to test.

How the Privacy Sandbox works. At present, anyone can easily access your data, but with the advent of Privacy Sandbox for Android, this scenario could change, to some extent. Your phone’s operating system will continue to track your activities; however, the data it gathers will remain stored on your device. Neither Google nor anyone else will receive a copy of this data. Instead, your phone will examine the collected data and categorize you into different interest groups, such as “sports enthusiasts,” “individuals who prefer blue shirts,” or “journalists at Gizmodo who produce monotonous articles about data.”

Businesses can employ those insights for their preferred advertising strategies but without access to the underlying data. In simpler terms, you may still become...

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