Mobile apps are a core part of our everyday lives. Currently over 90% of the apps on Google Play are free, providing access to valuable content and services to billions of users. Digital advertising plays a key role in making this possible. But in order to ensure a healthy app ecosystem — benefiting users, developers and businesses — the industry must continue to evolve how digital advertising works to improve user privacy. That’s why we originally developed advertising ID to give users more control. Last year we introduced improvements to these controls, but we believe it’s important to go further.
Today, we’re announcing a multi-year initiative to build the Privacy Sandbox on Android, with the goal of intro
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