Google is seeking to develop an anti-tracking feature for Android similar to the one Apple will release with iOS 14.5. According to reports, the company is in the early stages of investigating how it can limit data collection and tracking across apps for its mobile operating system. However, it aims to find a less strict solution than Apple’s, so as not to completely alienate its advertising partners.
Apple is rolling out its App Tracking Transparency, which requires developers to ask users for permission to collect their device’s identifier code. This code allows advertisers to track users’ activity across apps and websites, allowing them to serve targeted ads. Apple was originally supposed to start enforcing the new policy with the debut of iOS 14, but decided to delay it to give developers more time to redesign apps . As you might guess, not everyone is happy with its implementation — Facebook, for example, warned developers that the feature could reduce app ad revenue and recently asked users to opt out of ad tracking.
While Bloomberg’s sources haven’t revealed many details about Google’s efforts, they said the giant likely won’t require developers to implement a prompt asking users to opt out of data tracking like Apple. They also said the company will likely find a solution similar to how the open-source Privacy Sandbox project aims to eliminate third-party cookies in Chrome while still allowing for targeted ads. Google has developed a technology under Privacy Sandbox that allows advertisers to target groups of people with similar interests instead of individual people.
Google is reportedly trying to find a way to implement a similar anti-tracking feature that is not as strict/restrictive in order to balance consumer privacy demands with the financial needs of developers and advertisers. The company has a vested interest in helping advertising partners, as it has earned over $100 billion in annual advertising revenue in recent years.
Information source: engadget.com
