Is Google developing a new feature to limit ad tracking on Android?



Bloomberg, an overseas media, reported that Google, which develops mobile OS and Android, is developing a privacy protection function for Android that replaces Apple's 'function to allow ad tracking'. Google's move underscores the growing pressure to protect user privacy, but Google's new features aren't expected to be as demanding as Apple's.

Google Explores Alternative to Apple's New Anti-Tracking Feature --Bloomberg

Google is weighing an anti-tracking feature for Android, following Apple's lead --The Verge

Google considers 'less stringent' version of Apple's anti-tracking feature

IDFA , an advertising identifier for iOS devices, can track user behavior across multiple apps, and can detect whether a user has purchased a product displayed on an app on a website to measure the effectiveness of the ad. It is a very useful tool for advertisers. However, Apple plans to 'make IDFA unavailable to advertising companies without the user's permission' on iOS 14 and later devices, saying that the use of user data by advertising companies is a privacy breach.

A new feature that Apple is testing in the developer beta of iOS 14.4 is to show a 'pop-up that allows / denies ad tracking' when a user runs a particular app. By switching from the traditional method of using IDFA without the user's permission ( opt-out ) to the method that requires the user's permission ( opt-in ), the app will not allow ad tracking with their own hands. It will not be possible to collect and share IDFA.

Apple tests pop-ups to limit ad tracking in beta iOS 14.4-GIGAZINE

Of course, many advertising companies that use IDFA have been opposed to Apple's new features. Among them, Facebook is the one that criticizes Apple severely, claiming that restricting IDFA will limit the ability of users to serve targeted ads and drastically reduce the advertising revenue of publishers and app developers . However, Facebook said in an email to affiliates that Apple's solution 'has no choice but to comply.'

Facebook says it has 'no choice' other than accepting Apple's ad tracking spec changes-GIGAZINE

In addition, Google has announced that it will stop acquiring IDFA in iOS apps in response to the opt-in method of IDFA in iOS 14 or later. For this reason, Google's iOS app does not display a pop-up asking the user for permission to track and obtain IDFA.

Google announces that it will stop acquiring IDFA due to changes in iOS 14 privacy policy --GIGAZINE

Meanwhile, it was reported that Google, which develops Android, is also developing a new function to replace the opt-in function of the advertising identifier provided by Apple. Google's move suggests that Apple's privacy efforts are driving increased pressure on tech companies to properly protect user privacy.

'Google is trying to balance the growing demand for privacy-conscious consumers with the economic needs of developers and advertisers,' Bloomberg said. Google's new features are as demanding as Apple's. I don't think it should be. Google's new features could limit invasive user tracking technology without asking users for opt-in permission.

A Google spokeswoman didn't say to The Verge if they were working on Android's ad tracking prevention feature. But in a statement, a spokeswoman said, 'We are always working with developers to find ways to achieve a healthy ad-supported app ecosystem while raising the bar for privacy. '.

In recent years, Google is considering a mechanism to replace third-party cookies, and is proposing it in the form of a ' privacy sandbox .' The newly considered 'FLoC' mechanism is expected to be able to deliver targeted advertisements while protecting the privacy of individual users by analyzing the cohort created based on user data. ..

What is Google's new advertising mechanism 'FLoC' without third-party cookies? --GIGAZINE

in Mobile,   Software, Posted by log1h_ik