(ANSA) – ROME, FEBRUARY 16 – Google will also bring the Privacy Sandbox project to Android, “with the aim of introducing new advertising solutions that can guarantee greater privacy for users”. “These solutions – explains the company in a note – will limit the sharing of user data with third parties and will work without identifiers between apps and apps”.
Privacy Sandbox is an initiative that involves web experts together with companies, trade associations, publishers and regulators, with the aim of defining new common standards for the web.
With the activity of Privacy Sandbox, it will be possible to provide greater security to shared data while using an Android smartphone or tablet, thanks to artificial intelligence. As Nicola Roviaro, Head of EMEA Data Privacy Specialists at Google explains, anyone investing in advertising campaigns on the American giant’s platforms, including those targeting Android, will still be able to receive important information on the audience to reach, without this having to sacrifice part of their own. privacy. An example is the Federated Learning of Cohorts (FLoC) solution which is based on machine learning algorithms that operate within the individual devices and that are able to develop useful models for advertising purposes, doing without a complete individual profile.
According to Google, this is just one of the ways to overcome the logic of ‘cookies’, that is the navigation footprint that a user leaves on the network and which is increasingly circumvented with anonymous browsing or the use of ad-blockers. to hide ads on sites. Google calculates that when third-party cookies are disabled, publishers receive on average 52% less of their anticipated ad revenue. (HANDLE).
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