Contemplate a company Google is developing its anti-tracking version for the Android system similar to Apple’s upcoming feature called App Tracking Transparency, a new feature imposed by Apple on developers to request permission to track iOS users via apps and websites.
And confirms the news, which I reported Agency Bloomberg for the first time, the growing pressure on large tech companies, spurred by Apple, to take more proactive measures to better protect user privacy.
Google did not mention whether it is developing an anti-privacy tracking measure for Android, but a company spokesperson said: We are always looking for ways to work with developers to raise the level of privacy while enabling a healthy ecosystem of ad-supported apps.
App Tracking Transparency was announced for the first time at Apple’s developer conference last summer, as the feature effectively transfers the system-wide subscription option between the app’s tracking capabilities and user preferences.
And if the user says they’d rather not be tracked, there is nothing the developer can do to get around that because Apple disrupts the developer’s ability to collect what’s called an advertiser ID, or IDFA.
This identifier allows advertisers to track users from one app or website to another to target ads while also helping advertisers measure the effectiveness of the ads, such as whether a user ends up buying a product they saw in an app using the merchant’s website.
Apple intends to monitor developers who use audits and other methods to enforce its policies, which include the possibility of suspending or banning apps from the app store if the developer does not comply.
Facebook and Google have both publicly expressed concern about how Apple’s subscription requirements may negatively affect their mobile ad networks.
But Facebook took a step forward and began waging a PR war against Apple over the change by complaining that it harms small businesses and accusing Apple of serving itself.
Google’s stance on anti-tracking is likely not as strong.
Rather than imposing subscription requirements on app developers, the Android alternative may resemble some of the upcoming privacy controls planned for Chrome, as the company seeks to end some malicious tracking technologies by developing less invasive alternatives and giving users more unsubscribe mechanisms.
Google’s work to develop new privacy practices and standards for the web is known as Privacy Sandbox.
As part of this ongoing project, Google has taken steps to phase out external cookies via the Chrome browser, and is developing tools that allow advertisers to target groups of users instead of directly targeting individuals.