Google has announced that they will be bringing their Privacy Sandbox initiative to Android. The Privacy Sandbox is a conglomerate of different technologies that will stifle covert tracking with cookies and digital fingerprints, by limiting the amount of user, ad, and device data collected by third parties. The Privacy Sandbox will be similar to Apple’s App Tracking Transparency (ATT) framework; however, this initiative will require much less explicit authorization from the user than the ATT framework. ATT requires that the user authorizes or denies instances of tracking as they make contact with those services across the web. The Sandbox Initiative will place users into five (5) rotating weekly categories with three (3) subset categories based on their browsing activity, so instead of being targeted by all advertisers via cookies, a user will be targeted by relevant companies who correlate with the user’s actual interests. This technology would create archetypes depending on the user, which would require less direct authorization due to the technology cataloging what is and isn’t in-line with the user’s interests. Ultimately, this initiative aims to better protect user privacy, deliver better targeted ads, while still being able to provide Google browsing services free of cost. Google has announced they plan to field a beta version of this technology by the end of the year, while aiming to release the completed initiative within three (3) years. The Ankura CTIX will continue to report on the latest technologies, painting a picture of the future for our readers.