Google, part of Alphabet, is working on an alternative to Apple’s new anti-tracking feature. According to Bloomberg sources, Google is discussing how it can limit data collection and tracking between apps on the Android operating system in a less restrictive way than Apple’s solution.
Recall that the Apple App Tracking Transparency feature, which appeared in iOS 14, requires that applications, when launched, receive explicit consent from users to collect data before tracking their actions on websites and in applications.
Google is trying to balance the growing demands of privacy-conscious consumers with the financial needs of developers and advertisers. The company is seeking input from these stakeholders, similar to how it is gradually developing a new privacy standard for web browsing called Privacy Sandbox.
With over $ 100 billion in digital ad sales annually, Google has a vested interest in helping partners continue to generate revenue by targeting ads to Android users and measuring the effectiveness of these marketing initiatives.
“We’re always looking for ways to work with developers to raise the bar on privacy while building a healthy ecosystem of ad-supported apps.”, – said in a statement a representative of Google.
Unlike Apple’s new App Tracking Transparency, Google’s decision is likely to be less stringent and won’t require a request to enable data tracking like Apple did. Research into an alternative to Apple’s feature is still in its early stages, and Google has yet to decide when and how to make the change.
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