Google is reportedly working on an anti-tracking feature for Android

Google wants to develop an anti-tracking feature for Android similar to the one Apple is introducing with iOS 14.5.

According to Bloomberg sources, it will be less strict than Apple

The technical giant is reportedly in the early stages of research, aiming to limit data collection and cross-app tracking for the mobile OS, but intends to find a less stringent solution than Apple’s, so as not to completely alienate its advertising partners. As a reminder, Apple is introducing the App Tracking Transparency privacy feature, which will require developers to ask users for permission to collect Identification for Advertisers code from their devices. This code allows advertisers to track user activity in apps and on websites, allowing them to show targeted ads.

Apple was originally supposed to start implementing the new guidelines on iOS 14, but decided to bring it back to give developers more time to sync their apps. As you might guess, not everyone is happy with its implementation – Facebook, for example, warned developers that this feature could reduce ad revenue. Although Bloomberg sources did not reveal much detail about Google’s efforts, they said that the technology giant will probably not require developers to conduct an inquiry like Apple’s, which asks users to opt for data tracking.

Further, they said the company is likely to choose a solution similar to how its open source Privacy Sandbox project wants to eliminate third-party cookies in Chrome while allowing ad targeting – advertisers are allowed to target groups of people with similar interests instead individuals. Google is reportedly trying to find a way to implement a similar feature that is not so strict, to balance consumer privacy demands with the financial needs of developers and advertisers. The company has a strong interest in helping advertising partners, as it has earned more than $ 100 billion in annual advertising revenue over the past few years.

Source: Engadget

Source: PC Press by

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