Google to limit ad tracking on apps on Android

Google has announced new measures that will limit tracking on its Android operating system, following a similar move by Apple to introduce restrictions on how the online advertising industry can be targeted. to the user.

The changes will not be implemented for at least two years to limit sharing of user data with third parties, limit ad tracking to users moving between different apps over billions of dollars. device running Android.

Google says it plans to phase out advertising IDs, a code that allows marketers to track individual user behavior, as an alternative to alternatives that protect user data while still support advertising efforts.

Apple introduced security measures last year allowing users to completely opt-out of tracking on iPhones in a move that has shaken up the $400 billion digital advertising industry. Meta, Facebook’s parent company, says Apple’s changes have resulted in about $10 billion in lost revenue.

Apple and Google, two of the world’s largest smartphone makers, are addressing growing privacy concerns to provide users with greater control over their data. . But while Apple generates most of its revenue from selling devices like the iPhone, Google generates more from digital advertising.

Google has shied away from Apple’s strict measures, but its plan still marks a significant shift in how advertisers can operate on Android. “The goal is to develop efficient solutions that don’t need device-level identifiers and limit user-level tracking across apps by different developers,” the company said.

It is intended to consult with companies about new measures and give them time to implement them, attacking rivals “to severely restrict existing technologies that are popular with developers and advertisers.” usage report”.

Android users can now opt-out of sharing their IDs, in the changes announced last Junebut Google plans to replace them entirely over time.

The Secure Sandbox initiative was launched to web users of Google products in 2019 in an effort to limit third-party cookies online. Potential solutions now exist in the Privacy Sandbox that collects user data into broad interest groups, rather than revealing individual-level details.

Google is testing initial proposals to bring the Secure Sandbox project to Android over the next few months, but the current system will be maintained for at least the next two years.

The company is in discussions with developers about new designs and ways to improve user privacy without impacting advertisers’ ability to monetize through personalized campaigns. It worked with Activision Blizzard, DoorDash, Duolingo and Snap to develop the plans.

Google added that it has committed to not offering incentives to its own products or advertising sites, and has shared recommendations with all Android developers. More than 90% of apps on the Google Play store are free, often relying on ads to keep their business running.

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