Google Deals Another Blow To Facebook’s Targeted Ads With New Privacy Changes

When Apple introduced privacy changes to its operating systems, it largely put a stop to tracking users’ information and activity across different apps. 

This saw many firms struggle to adapt their advertising practices and revenue, most notably Meta, which relies on user-targeted ads. Just recently, the firm reported that Apple’s new changes would decrease Facebook’s sales by a massive US$10 billion, news that saw the social platform wobble. 

And it's not going to be just Apple anymore, either. On Wednesday, Google announced that it would be implementing the new Privacy Sandbox on Android devices. 

Advertising will take the form of more private solutions, the firm writes in a blog post, stating that “specifically, these solutions will limit sharing of user data with third parties and operate without cross-app identifiers.” 

It won’t happen overnight, though. Google did say that it will continue to support the current advertising identifiers—a string of characters unique to a device, enabling tracking—for “at least” the next two years. 

While the Privacy Sandbox continues to be developed, companies will have time to make necessary changes to their practices if need be. 

“Our goal with the Privacy Sandbox on Android is to develop effective and privacy-enhancing advertising solutions, where users know their information is protected, and developers and businesses have the tools to succeed on mobile,” Google states. 

[via CNBC and TechCrunch, image via TY Lim / Shutterstock.com]