IAB UK reports that Google has announced “a multi-year initiative” to build Privacy Sandbox on Android with the goal of developing more private ad solutions. In a blog post, Anthony Chave, VP of Product Management at Android, said: “These solutions will limit sharing of user data with third parties and operate without cross-app identifiers, including advertising ID. We’re also exploring technologies that reduce the potential for covert data collection, including safer ways for apps to integrate with advertising SDKs.”

Commenting on timings, Mr Chave said: “While we design, build and test these new solutions, we plan to support existing ads platform features for at least two years, and we intend to provide substantial notice ahead of any future changes.”

IAB UK says that developers can now review the initial design proposals and share feedback on the Android developer site. Google plans to release developer previews over the course of the year, with a beta release by the end of the year. It will provide regular updates on designs and timelines.

Google also said that it will be working closely with the rest of the industry and regulators: “We know this initiative needs input from across the industry in order to succeed. We’ve already heard from many partners about their interest in working together to improve ads privacy on Android and invite more organisations to participate.

“We’re also committed to working closely with regulators. We’ve offered public commitments for our Privacy Sandbox efforts on the web, including ensuring that we don’t give preferential treatment to Google’s ads products or sites. We’ll apply these principles to our Android work as well and continue working with the UK Competition and Markets Authority, and others.”

To read IAB UK’s news release and for a link to the Google blog, click here.