Last week, we saw Apple being in the news for announcing that it plans on unveiling the preventing brands from tracking its users. And now, Google is looking to do something similar with Android.?
According to reports,?Google is working on an alternative to Apple¡¯s App Tracking Transparency to limit the collection of data and cross-app tracking on Android. However, reports have hinted that the setup won¡¯t be as ¡®stringent¡¯ as Apple¡¯s implementation on iOS 14, which will let users choose which apps to share data with.
Reported first by Bloomberg, a Google spokesperson has told the publication that it didn¡¯t confirm or deny that such a feature is en route, however, it did mention that the internet conglomerate is always working to balance privacy with an app ecosystem that is healthy and ad-supported.?
This basically indicates that Google¡¯s app tracking transparency won¡¯t be as edged as Apple¡¯s and might not even need developers to get permission from users to track their data. The report highlighted that we could look at an implementation similar to what we¡¯re seeing on Google Chrome.?
In case you didn¡¯t know, Google Chrome has announced that it will phase out third-party cookies in Chrome and allow the browser to show ads less-dependent on data collection. Advertisers get the option to target particular groups but not a specific individual.?
When Apple introduced the App Tracking Transparency, it definitely shook Google and Facebook for most of their revenue is based on targetted ads. The new feature offers a system-level opt-in between app¡¯s tracking abilities and user preferences. Basically, it gives a user complete access to whether he¡¯d like to be tracked or not.
Mark Zuckerberg¡¯s Facebook shared full-front-page ads stating, ¡°We¡¯re standing up to Apple for small businesses everywhere.¡± claiming that disabling this tracking would cut revenue for all small developers around the world.?
¡°While limiting how personalized ads can be used does impact larger companies like us, these changes will be devastating to small businesses,¡± the Facebook ad further claimed.