Google is launching its Privacy Sandbox for Android in beta today. This new initiative aims to limit data sharing with advertisers on Android, and Google says that the beta version of its Privacy Sandbox will roll out gradually to users running Android 13.

Google says that it’s been working with the Android ecosystem to create its Privacy Sandbox, which remains a work in progress. In practice, Google has to find a balance between protecting users’ privacy on Android and providing good enough measurement abilities to maintain a healthy app ecosystem. So far, the company says that “hundreds of companies” have shared their feedback on Google’s design proposals.

“The Privacy Sandbox Beta provides new APIs that are designed with privacy at the core, and don’t use identifiers that can track your activity across apps and websites,” explained Anthony Chavez, VP, Privacy Sandbox at Google. “Apps that choose to participate in the Beta can use these APIs to show you relevant ads and measure their effectiveness.”

In practice, Android users who get access to the Privacy Sandbox beta will first receive a notification about it. Then, they’ll be able to adjust settings in the Privacy Sandbox section of Android Settings. Google currently allows beta testers to manage their interests estimated by Android based on the apps they use. This allows Android apps that participate in the Privacy Sandbox beta to suggest more relevant ads to users.

“Evolving digital advertising to enhance user privacy, by moving away from reliance on cross-app tracking, is vital for the future of a thriving mobile ecosystem. We’ll continue to work closely with developers, marketers, and regulators on this journey,” Chavez said today.