Google may introduce Anti-tracking features into Android, following Apple’s footsteps


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Ever since Apple announced their App Tracking Transparency feature in iOS, companies such as Facebook and Google have trying ways to adjust their data collection practices while keeping advertisers happy. Google is now reportedly looking to introducing a version of this privacy feature into future versions of Android.

The movement for user privacy and control over user data has picked up quite a bit of steam in recent times. Google needs to get on board before the public, governments and regulators make it much harder for them to earn revenue in the advertising space.

As a result of all this, Google is now looking to an alternative to Apple’s App Tracking Transparency feature, to be built right into Android. The feature, which is still in its early discussion stages, will give users control over their data that is typically shared with advertisers for targeted ads.

Google’s implementation however, will reportedly not be as stringent as Apple’s approach of explicitly asking users to permit cross-app tracking. They are discussing with the stakeholders about how to limit data collection and cross app-tracking while still providing tools to developers to monetize their apps effectively with advertisers.

In a statement, a Google spokesperson said,

We’re always looking for ways to work with developers to raise the bar on privacy while enabling a healthy, ad-supported app ecosystem.


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