Google looks to avoid a cannibalistic market in the advertising industry.

The company confirmed the enforcement of stricter privacy measures for Android devices.

New restrictions focused on blocking cross-app tracking on Android phones were announced a couple of days ago to safeguard user information and thus prevent data sharing across different applications.

So far, Android has become an enabler for cross-app tracking by providing each device with an advertising ID, supported by a system capable of following the user’s apps.

Even though Android affiliates can manually reset an advertising ID or even get out of the ad system by going into the OS settings, the possibility for third parties to gather information about users’ movements on the Internet remains available.

In line with Apple’s footsteps, this new project appears under the name of “Privacy SandBox on Android”. Its launch wasn’t a surprise since the structure of this system relies on Google’s existing desire to get rid of cookie-based advertising and finally achieve a more protected browser focused on a privacy-centric experience for users.

This new setup is meant to restrict the sharing of users’ data with third parties and remove cross-application identifiers, a decision that is not random, it responds to a longstanding demand for user privacy.

Google stated, “Our goal with the Privacy Sandbox on Android is to develop effective and privacy-enhancing advertising solutions, where users know their information is protected, and developers and businesses have the tools to succeed”.

According to official sources, these platform changes are expected to be gradual in order to avoid the development of a cannibalistic market in the advertising industry and give players the necessary time to adapt to the new landscape.

If you are interested in reading more about data protection we invite you to check out our blog post Cybersecurity, a rising priority.