In its commitment to privacy, Google will stop using the advertising ID on Android: this is its plan

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We are witnessing live how digital advertising changes. About a year ago, Apple introduced changes to iOS to limit ad tracking, and Google announced a plan to say goodbye to third-party cookies in your browser, to name a few examples. Now it’s the turn of Androidwhich in the future will adopt an ad targeting and measurement system that the company promises will will improve user privacy.

Currently, our Android phones have an advertising ID. This numerical identifier allows our online and in-app activity to be tracked and a commercial profile to be created, which is used to deliver highly targeted ads, that is, according to our tastes or what we are looking for. Google says on its blog that it will start testing more private alternatives this year and will eventually roll them out to all users within the next two years.

Changes that go beyond the advertising identifier

Android users have been able to disable ad personalization for years. As of 2022, we can also disable advertising identifier in OS version 12. However, if all users resorted to the aforementioned controls, which certainly protect our privacy, we would be less identifiable, so the current advertising system would have difficulties delivering targeted ads. The consequence? Problems for this industry, which needs to profile users to run its advertising campaigns. let’s remember the public complaint of Facebook (now Meta) with the changes of iOS 14.5.

Google is now proactively working to avoid a scenario that could hit its advertising business, which, as we saw in This is how you make money…, is one of its pillars. Those from Mountain View say that over 90% of apps on Google Play are free and they need an effective advertising system. To do this, the creators of Android want to develop “a healthy application ecosystem that benefits users, developers and companies.” The plan is to take Privacy Sandboxits initiative that seeks to reduce cross-site and app tracking while maintaining targeting features, to its Android operating system.

Privacy in Android 12: how to configure it to protect your privacy to the maximum

According to the VP for Android security and privacy, Anthony Chavez, the new proposal “will limit the sharing of user data with third parties and will operate without cross-application identifiersincluding the advertising identification”. That is, Android will stop using the advertising ID that we mentioned above. However, it will continue to share, although in a limited way, user data with third parties to offer segmented advertising. Also, as explained by the company , “will reduce the potential for covert data collection,” such as browser fingerprint.

Privacy Sandbox Cover 2

Now, Google’s plan to make Android a more private operating system in relation to advertising is taking its first steps. We must not forget that it is the “king of advertising”. Changes in this business must be agreed upon with other industry players and regulators. According to the company, this process could take at least two yearstime in which the current advertising system will continue to work, which needs the advertising ID and the tracking of users to continue sustaining itself.

For now, details are scant. How will the new system work on Android? We don’t know yet, though Topics, FLoC’s replacement for dismissing third-party cookies in Chrome, may give us an idea. Google devised a system in which the browser defines locally —and without the intervention of an external server— a series of themes, which represent the most outstanding interests of the user. With this system, users are no longer identified individually, but are grouped and advertisers recognize them by their themes, such as “cars”, “fitness” or “travel”.

Images | Google

We are witnessing live how digital advertising changes. About a year ago, Apple introduced changes to iOS to limit ad…

We are witnessing live how digital advertising changes. About a year ago, Apple introduced changes to iOS to limit ad…

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