Feb. 16 (UPI) -- Tech giant Google announced on Wednesday that it's starting a multi-year project to safeguard privacy for Android smartphone users and work toward advertising methods that rely less on users' private data.
Google said the initiative is called the Privacy Sandbox and it expects to develop the project over several years.
The goal of the move, the company said, is developing "effective and privacy enhancing advertising solutions" that let users know that their personal information is protected.
"Mobile apps are a core part of our everyday lives. Currently over 90% of the apps on Google Play are free, providing access to valuable content and services to billions of users. Digital advertising plays a key role in making this possible," Anthony Chavez, Google vice president of product management and Android security, said in a blog post.
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