When Apple made tracking an opt-in feature on iOS in 2020, it blew up the advertising market. Google, the world’s largest advertiser, has been slow to release its solution for Android and Chrome since then. Google’s idea is called the “Privacy Sandbox,” which sounds like a good thing, but it’s actually a new tracking system for Android and Chrome.

Only after that is operational will Google begin blocking existing tracking methods such as third-party cookies. According to the company’s most recent progress report, the Privacy Sandbox is coming to Android in beta. According to Google, “The Privacy Sandbox for Android Beta will be gradually rolled out, beginning with a small percentage of Android 13 devices and gradually expanding over time. If your device is chosen for the Beta, you will receive an Android notification.”

When Apple made tracking an opt-in feature on iOS in 2020, it blew up the advertising market. Google, the world’s largest advertiser, has been slow to release its solution for Android and Chrome since then. Google’s idea is called the “Privacy Sandbox,” which sounds like a good thing, but it’s actually a new tracking system for Android and Chrome.

Only after that is operational will Google begin blocking existing tracking methods such as third-party cookies. According to the company’s most recent progress report, the Privacy Sandbox is coming to Android in beta. According to Google, “The Privacy Sandbox for Android Beta will be gradually rolled out, beginning with a small percentage of Android 13 devices and gradually expanding over time. If your device is chosen for the Beta, you will receive an Android notification.”