Google is taking a major step towards enhancing user privacy with the introduction of the Privacy Sandbox Beta on Android. The Privacy Sandbox is an industry-wide initiative aimed at improving user privacy and maintaining access to free content and services. With billions of people relying on mobile apps for information, entertainment, and more, digital advertising plays a crucial role in supporting the developers who build and maintain these apps. However, as people’s privacy expectations continue to rise, it’s becoming increasingly important to find new ways of supporting digital advertising that limit user data sharing and don’t rely on cross-app identifiers.

The Privacy Sandbox Beta will roll out gradually, starting with a small percentage of Android 13 devices, and will expand over time. If your device is selected for the Beta, you’ll receive an Android notification letting you know. The Beta provides new APIs that are designed with privacy at the core and don’t use identifiers that can track your activity across apps and websites. Apps that participate in the Beta can use these APIs to show you relevant ads and measure their effectiveness.

As a user, you’ll have complete control over your Beta participation. You’ll be able to go to the Privacy Sandbox section of Settings to see and manage the interests that apps can use to show you relevant ads. You’ll also be able to block any topics that don’t fit your interests, and turn the Beta off or back on at any time.

Google is working closely with the Android ecosystem to build privacy-focused solutions that work for both users and developers. Since announcing the Privacy Sandbox on Android, hundreds of companies have provided feedback on the design proposals and developer previews. This feedback has been crucial in shaping the designs, and Google welcomes further participation from organizations across the industry.

As an ad technology provider, the Privacy Sandbox is now ready for testing. If you’re an app developer who works with third parties for advertising-related services, ask your providers about their roadmap and how you can participate in testing the Privacy Sandbox. Google has published developer guidance on how to participate in the Beta, and recommends following the Privacy Sandbox blog for regular updates.

Google’s Privacy Sandbox Beta on Android represents a major step towards enhancing user privacy while providing businesses with the tools they need to succeed online. By moving away from cross-app tracking and relying on privacy-focused solutions, Google is helping to ensure a thriving mobile ecosystem for years to come.