Google Empowers Users with New ‘Ad Privacy’ Settings for Android Ads

Each of us encounters advertisements tailored to our preferences, online activities, and even discussions occurring in proximity to our devices. On occasions, it appears as though applications have the ability to present ads that align with our very thoughts. In response to this sensation, Google has unveiled the Privacy Sandbox initiative for Android. This pioneering effort permits apps and services to display pertinent advertisements while upholding a higher level of privacy.

It is a part of Google’s Android-specific Privacy Sandbox project, and its main objective is to limit covert surveillance and user data collection. This program also aims to create safer ways for apps to collaborate with third-party developers.

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Google’s Latest ‘Ad Privacy’ Settings Put You in Control

Are you receiving an alert stating ‘New Ads Privacy Features now Available’ on your Android device? This relates to an innovative feature that gives you greater control over the advertising that is presented to you.

As per Google’s latest update, Android is going to determine your interests based on your recent app usage. Apps have the option to ask Android for this data, which enables them to assess your preferences by looking at how you interact with other applications.

To safeguard privacy, the operating system takes the initiative to routinely erase topics and app-generated data. Additionally, users are empowered to selectively prevent particular subjects and apps from being incorporated.

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The Privacy Sandbox maintains the confidentiality of users’ identities by avoiding the utilization of cross-app Ad IDs. Instead, it relies on the interests stored directly on the device.

Over the recent years, Google has unmistakably expressed its intent to shift away from cookie-dependent web tracking through its Privacy Sandbox initiative for the web. According to the company, these two endeavors share a mutual goal of bolstering user privacy while simultaneously sustaining businesses reliant on advertising.

For devices operating on stock Android 13, open Settings > Security and Privacy > More Privacy Settings > Ads. Within this section, you’ll encounter a page presenting three distinct options: ‘Ad-topics,’ ‘App-suggested ads,’ and ‘Ad measurement.’

Ad privacy
Image Courtesy: 9to5Google

True to its title, the ‘Ad topics’ feature unveils subjects of interest based on your recent app usage, while the ‘App-suggested ads’ capability can discern your preferences and subsequently present advertisements within other applications. The last option allows marketers to collect data from Android to assess their advertising campaigns’ success.

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The fresh Ad privacy settings for Android are currently in the process of being introduced and are gradually becoming accessible through Google Play services.

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Next Read: How to Improve Security and Privacy of your Android Devices

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