Google has announced plans to restrict data tracking on its Chrome browser on Android-based smartphones applications.
In a blog, Google said it is now extending what it calls its Privacy Sandbox to Android apps, and working on solutions that will limit sharing users’ data and “operate without cross app identifiers, including advertising ID”.
Google’s Android operating system is used by about 85% of smartphone owners worldwide.
By 2023, third-party cookies which use people’s browsing history to target adverts, will be phased out on Google’s Chrome browser.
These identifiers are tied to smartphones and are used by apps to collect information.
According to Google, it will keep them in place for at least two years, while it works “with the industry” on a new system.
“We’re also exploring technologies that reduce the potential for covert data collection, including safer ways for apps to integrate with advertising SDK (software developer kits),” it added.
This is not the first time Google attempts to create alternatives to third party cookies on its Chrome browser.
Its’ first proposal which did not entirely go smoothly -a system called
Federated Learning of Cohorts (Floc) – was disliked by privacy campaigners and advertisers alike.
Floc aimed to disguise users’ individual identities by assigning them to a group with similar browsing histories.
However, the tech giant did not go into details as to how it plans to do it this time.