Google Starts Beta Testing Its Rebrand of Interest-based Ad-targeting on Android

Google has begun letting Android developers kick the tyres of its claimed reboot of ad-targeting -- announcing the launch of the first Beta for its "Privacy Sandbox," an adtech stack proposal which aims to iterate how ad tracking, targeting and reporting is done so it appears less creepy for individual users while maintaining an interest-based, behavioral targeting capability on web users' eyeballs. From a report: A "small percentage" of eligible Android 13 devices will be enrolled in the trial of the beta from today as the adtech giant starts a gradual (but it says global) rollout of the beta -- which will "expand over time." (It's published developer guidance on participating in the beta here.) Ad partners for the trial include TechCrunch's parent Yahoo, mobile games maker Rovio, mobility firm Wolt, cross-platform games engine Unity and mobile marketing platforms AppsFlyer, InMobi Exchange and Adjust. "If your device is selected for the Beta, you'll receive an Android notification letting you know," Google adds in a blog post -- implying Android users will be opted in to the experimental, interest-based ad targeting (and will have to actively opt out if they don't wish their eyeballs to be guinea pigs).

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