In the coming months, Apple will require app developers to make public and track. A new report today states that Google is considering similar privacy measures for Android.
According to Bloomberg“Google is exploring an alternative to Apple Inc.’s new anti-detection feature.” It is specifically looking for data collection and tracking by different applications as users become more aware of privacy, given competitive moves by Apple to emphasize and advertise the aspect of its operating system.
However, the Android team needs to balance Google’s advertising business. Today’s report states that these efforts will be ‘less stringent’ than Apple’s by not requiring people to explicitly encourage before they can use an application. With Android, you can “opt out of customizing ads” today with system preferences (Settings app> Privacy> Ads), as well as reset identifiers.
This approach in iOS will be launched this spring and has been widely criticized by the advertising industry. End users are expected to refuse “tracking” after being asked, and so no more personalized ads will be displayed. The generic ads in their place will be less profitable. In fact, Google has told developers that they’re making money with advertising programs to expect a significant impact on their revenue.
Google is still in the “early stages” of limiting tracking on Android. It seeks ‘stakeholder’ input with the approach possibly based on the Privacy Sandbox and Chrome’s plan to replace third-party cookies with more privacy-conscious alternatives. One cookie replacement, for example, involves advertisers targeting only groups of users with similar interests, rather than individuals.
Bloomberg reports that the company “has not decided when or with the changes.” As it is, it is unclear whether the measures will be included with Android 12 or introduced with the next version.
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