Mobile

As Privacy Sandbox Comes to Mobile, Queries on Privacy and Effectiveness Remain

The mobile ecosystem is ready for an alternative to Apple’s privacy regime

google-privacy-sandbox-2022 — The mobile ecosystem will be able to unlock more understanding on how privacy sandbox on Android works.

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Google’s Privacy Sandbox features will start appearing on Android phones next year, the company announced Tuesday, giving stakeholders in the mobile advertising ecosystem an opportunity to prepare for a future where targeting and attribution are more restrictive.

But, as with most changes to the future of identity, there’s much debate about the specifics, even as Google appears to be a more collaborative partner in mobile than Apple.

“We have PTSD,” said Roy Yanai, director of product management at mobile attribution company AppsFlyer.