Google Might Bring Apple’s Anti-Tracking Feature to Android

Apple last year introduced a new App Tracking Transparency feature that showed that kind of user data an app accesses. The tool requires app developers to take user permission to track them for ad targeting. Google is now said to be working on a similar feature. However, Google’s version will likely be less stringent than Apple’s iOS anti-tracking feature. A Bloomberg report states that Google is working on an anti-tracking feature to limit data collection and cross-app tracking on Android. The search engine giant could introduce the new privacy feature in Android 12. Let’s take a look at the Google anti-tracking feature for Android rumoured to launch soon.

Google working on an anti-tracking feature to limit data collection on Android

Apple introduced the App Tracking Transparency feature in iOS 14 for iPhone. The feature lets users know the kind of data an app uses and also gives them more control. Developers are required to take user permission to track them for ad targeting. Google is now said to be working on a similar feature. However, unlike Apple, Google is working on a less-stringent method to limit data collection and tracking on Android.

The Bloomberg report states that Google is trying to balance the rising demands of privacy-conscious consumers with the financial needs of developers and advertisers. The company is seeking inputs from stakeholders. The search engine giant generates over $100 billion in annual digital ad sales. “We’re always looking for ways to work with developers to raise the bar on privacy while enabling a healthy, ad-supported app ecosystem,” a Google spokesman said in a statement.

The feature is being tested and is still in its early stages of development. The report states that Google has not decided when, or if, it will go ahead with the changes. 

Apple, on the other hand, will roll out the feature in iOS 14.5. The iPhone maker has received strong criticism from developers and companies. Facebook claimed that Apple’s new privacy policy will harm small businesses. Apple defended itself by saying that it gives users more control as they have the right to know when their data is being collected or shared across apps or websites.

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