An in-depth look at Privacy Sandbox for Android: a two-year transition with ad industry input, a marked change from Apple's ATT, which had little external input

plans to bring a Privacy Sandbox effort to Android. Google's — original Privacy Sandbox

Mobile Dev Memo 2022-02-17 Eric Benjamin Seufert

Context & Ripple Effects

Google's Android plan preserves the existing Ad ID during a two-year transition, giving advertisers and developers a migration period rather than imposing an immediate tracking-policy break. The approach explicitly contrasts with Apple's ATT rollout by incorporating ad-industry input.

The later Android 13 Developer Preview exposed the Topics API and SDK Runtime, and Google subsequently moved the program into a limited Android beta. Those steps make the initial transition design consequential: consultation was paired with a staged path toward OS-level ad alternatives.

First-order effects

Google keeps Android advertisers and app developers on the Ad ID system during the transition while it gathers their input on Privacy Sandbox's replacement mechanisms.
Apple's ATT becomes the immediate comparison point for developers and ad buyers assessing whether Google's longer, consultative rollout reduces disruption.

Second-order effects

Ad-tech and app-development teams must prepare for the Topics API and SDK Runtime as Google turns the announced transition into Android 13 developer tooling.
Google's staged rollout gives Android participants more time to adapt measurement and targeting workflows than an abrupt identifier-policy change would.

Third-order effects

If Google maintains the preview-to-beta path, mobile advertising privacy controls will increasingly be set through operating-system APIs and SDK rules rather than unrestricted app-level identifiers.
The contrast with ATT points to platform privacy changes becoming a competitive question of rollout governance as well as policy design.

The trend: Mobile platforms are moving ad measurement and targeting into privacy-preserving OS frameworks, with the transition process itself shaping developer and advertiser adoption.

Discussion

@eric_seufert Eric Seufert on x
3/ Google's thoughtful approach to retiring the GAID is how Apple should have undertaken ATT. Of course, the companies have different motivations, as I attempt to describe in this piece from September 2020 https://mobiledevmemo.com/...
@eric_seufert Eric Seufert on x
4/ Ultimately I think Privacy Sandbox for Android is a bull signal for some corners of ad tech because the rollout timeline is so forgiving and the measurement efficacy assurances are so definitive. More context here: https://mobiledevmemo.com/...
@eric_seufert Eric Seufert on x
RIP GAID: Privacy Sandbox is coming to Android. What advertisers need to know https://mobiledevmemo.com/...
@eric_seufert Eric Seufert on x
2/ If anything, Privacy Sandbox for Android is a gift to advertisers. Google is saying: We'll wait at least *2* years to deprecate the GAID, we'll take input from the ecosystem in so doing, and we are committed to not revoking GAID until a performant alternative is surfaced
@carnage4life @carnage4life on x
Great example of how regulators focus on optics instead of impact. Apple makes unilateral privacy changes on iOS that boosts their ad biz and tanks social apps stock, not a peep. Google now pressured to do the same for Android. Now regulators freak out.🤦🏾‍♂ ️ https://www.euractiv…
@julespolonetsky Jules Polonetsky on x
Big mobile privacy news: the Android tracking ID is going away. Not a surprise given the upcoming demise of 3rd party cookies and the Opt-In change for the Apple iOS ad tracking ID. Not immediately,but big news. @eric_seufert has a detailed write up. https://mobiledevmemo.com/...
@pixeldetracking @pixeldetracking on x
Interesting article. But remember Google's proposals are privacy-improving only from the cynical, self-serving baseline of “better than Google today.” (cc @brave) https://twitter.com/...
@eric_seufert Eric Seufert on x
My only explanation for the market movement following Google's announcement today: investors are thinking, “we didnt understand ATT & dismissed it, we were wrong, so now we view any announcement about advertising identifiers as a severe bear signal.” But that's bad logic (1/X) ht…
@rishabhmjain Rishabh Jain on x
Wow - Google putting GAID in queue for removal with basically the same proposals as he cookie. The next two years will be full of changes and opportunities for marketers https://twitter.com/...
@swodinsky Shoshana Wodinsky on x
(folks that really want to get into the weeds of how this shit is planned to work should defffff check out @eric_seufert's incredible breakdown https://mobiledevmemo.com/...) in the meantime: remember Companies Aren't Your Friends https://twitter.com/...
@lukolejnik Lukasz Olejnik on x
Google announces transfer of Privacy Sandbox ("privacy-preserving advertising systems") to Android “limit sharing of user data with third parties and operate without cross-app identifiers, including advertising ID”. Huge news for privacy, and competition. https://www.blog.google/…
@johnnyryan Johnny Ryan on x
I spoke to @EURACTIV's @BertuzLuca about Google's sandbox announcement today https://www.euractiv.com/... https://twitter.com/...
@joannastern Joanna Stern on x
Breaking... Facebook / Meta's business model https://www.wsj.com/...
@silvermanjacob Jacob Silverman on x
Looking forward then to Google finding a new business model other than targeted advertising. https://t.co/1sYlntBmJo
@alexhanna @alexhanna on x
“I hate to break it to you, but a tech giant's privacy promises aren't about you or your safety. They're about toeing whichever part of the line between surveillance and security brings in the most cash.” https://twitter.com/...
@johnrobb John Robb on x
The block on cross app tracking isn't about your privacy, it's a way to defund Facebook just prior to the battle over AR/VR (a prize far larger than anything to date). Combined with Apple's move to do the same, it's a ~$15+ b hit to FB's revenue. https://www.barrons.com/...
@jason_kint Jason Kint on x
+ @daiwaka considering almost no one trusted google's move on the web in this area so UK CMA had to get involved plus Facebook was Apple's main adversary when it limited tracking = no way anyone should trust Google here. Speaks to integration of antitrust and data policy.
@aoifewhite101 Aoife White on x
Google aims a few shots here at Apple's ad/privacy changes: “We realize that other platforms have taken a different approach to ads privacy, bluntly restricting existing technologies used by developers and advertisers.” https://blog.google/...
@macworld @macworld on x
In the least surprising news of the day, Google isn't happy with Apple's App Tracking Transparency. https://www.macworld.com/...
@jason_kint Jason Kint on x
1) Google is depressingly Facebookish. 2) “could” is absolutely a heavy lift 3) even if it was true it suggests local retail sales would drop without Google. It's chief economist must be embarrassed at where his company has gone to fight legislation. https://twitter.com/...
@samifathi_ Sami Fathi on x
New Post: @Apple's App Tracking Transparency framework is “ineffective,” according to #Google, as #Facebook says it will lose $10 billion in 2022 because of it. Google is now looking to limit tracking on Android with “Privacy Sandbox.” More: https://www.macrumors.com/... https://…
@carnage4life @carnage4life on x
Given Apple runs TV ads against Android devices bragging about anti-tracking features, it distorts the market for regulators to stop Google from responding in kind. All the while regulators ignore that Apple did it first. https://www.youtube.com/...
@googleplaydev @googleplaydev on x
🔐🌟 We're working on making Android safer while still providing the tools developers need to grow their businesses! Read the blog to learn more about our plans for the Privacy Sandbox on Android. → https://www.blog.google/... https://twitter.com/...
@nytimesbusiness @nytimesbusiness on x
Now it's Google's turn to make privacy changes to its mobile operating system. Can it have a more gentle impact than similar changes already made by Apple? https://www.nytimes.com/...
@mjbarash Matt Barash on x
It's like ios14 all over again, but with Rob and Google sounding empathetic to app developers https://twitter.com/...
@amy_siskind Amy Siskind on x
More trouble coming for Facebook 🤣 “Google on Wednesday announced it's adopting new privacy restrictions that will cut tracking across apps on its Android devices.” https://www.cnbc.com/...
@jason_kint Jason Kint on x
Missing in this report on Google's plans to improve privacy on Android while being less disruptive to surveillance advertising: State AGs charge Google colluded with Facebook to rig ad market. Relevant since Apple's leadership wiped out 1/4T in FB value. https://www.nytimes.com/.…
@android @android on x
Over the next few years, we're working with partners to bring the Privacy Sandbox to #Android. Learn more about our plans to keep your data safe: https://www.blog.google/... https://twitter.com/...
@slpng_giants @slpng_giants on x
Hard to overestimate just how bad this is for Facebook. But Google is just as monopolistic, almost as irresponsible and playing just as big of a role in killing journalism. https://twitter.com/...
@patiencehaggin @patiencehaggin on x
Google promises a 2-year warning before the Android mobile ID gets deprecated https://www.wsj.com/...
@nichcarlson Nicholas Carlson on x
Google and Apple showing who the real “duopoly” is... https://www.wsj.com/...
@samschech Sam Schechner on x
After Apple, now Google says it wants to restrict cross-app tracking. Still early with few details, but if the impact is anything like it was w/ Apple, the impact on the mobile ads business could be huge. Story w @trippmickle @patiencehaggin https://www.wsj.com/...
@lukolejnik Lukasz Olejnik on x
The devil will be in the details: how tight is the isolation? For example what are the limits on the sell-site and buy-side reporting? User data flows? Can we trust the “trusted servers”? Why? https://twitter.com/...
@lukolejnik Lukasz Olejnik on x
What does it mean? Advertising ID will be purged. They transfer web-centric Privacy Sandbox proposals to the mobile ecosystem (Android 13), details here: https://developer.android.com/ .... Relevant tech proposal (privacy-preserving ad targeting): https://developer.android.com/ .…
@astaniscia86 Giulio S. on x
The Privacy Sandbox For Android will be a nightmare for attribution: ° Reports for ad view attribution sources are sent 1 hour after the source expires ° This expiry date can be configured, but it cannot be fewer than 2 days or more than 30 days https://developer.android.com/ ...…
@robleathern Rob Leathern on x
This will take time; we will work with the industry on privacy-preserving alternative paths that not only improve user privacy but that can also continue to support developers and businesses https://www.washingtonpost.com/ ...
@simonjharris @simonjharris on x
2/3 Beyond this: 4⃣Existing ad features will be supported for at least 2 years. 5⃣The future of the AAID is a little unclear. 6⃣ Google will work with partners to ensure they don't self preference cc @wayneblodwell, @alextcone & @Chronotope https://twitter.com/...
@simonjharris @simonjharris on x
1/3 🚨Google Just the Privacy Sandbox For Android. It: 1⃣Will operate without cross-app identifiers. 2⃣Will build on the Privacy Sandbox for Chrome 3⃣Will enter testing later this year cc @pbannist @aripap & @mjbarash https://privacysandbox.com/... https://twitter.com/...
@hypervisible @hypervisible on x
Google “plans to keep supporting current smartphone identifiers for at least the next two years and to give the industry substantial notice before any changes. It [Google] said it plans to work with the industry to develop the replacements.” https://www.wsj.com/...
@joshsternberg Josh Sternberg on x
If Apple was dealing body blows to Facebook, Google just delivered a massive uppercut.
@shoq @shoq on x
I'm old enough to remember when anti-trust issues mattered, and we had enough functioning Congress and DoJ to seriously consider them. Those were good times https://twitter.com/...
@megancgraham Meg Graham on x
Google “said it plans to keep supporting current smartphone identifiers for at least the next two years and to give the industry substantial notice before any changes. It said it plans to work with the industry to develop the replacements.” https://www.wsj.com/...

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