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Google Follows Apple’s Lead As It Considers Anti-Tracking Feature for Android
Google is reportedly following Apple’s lead as it considers developing an anti-tracking feature for Android. This comes after Apple announced its upcoming App Tracking Transparency framework to mobile app developers.
Google Aims to Strike a Perfect Balance, Bloomberg says
According to a report published by Bloomberg, Google wants to strike a perfect balance between advertisers’ interest and user privacy. The news underscores the mounting pressure on large technology companies, many of which were spurred by Apple to take proactive measures in order to protect user privacy.
Bloomberg claims the tech company Google is currently exploring numerous options in order to develop an innovative anti-tracking feature that allows app users to limit the data they collect. The report cites people with first-hand knowledge of the development and adds that this move could be a great sign for the industry.
According to the report, if Google embraces the user privacy feature, it simply means that the search engine giant will enforce its version of its developers’ anti-tracking feature. And this could result in a dramatic change all across the industry.
Google Still Seeks Input from Stakeholders
However, Google may not drive this campaign as hard as the iPhone maker has done, especially its implementation of anti-tracking feature to its numerous users. The report also adds that Google is still seeking lots of input from stakeholders in order to generate ideas for the new anti-tracking feature.
If that Bloomberg report must be believed, it implies that these industry juggernauts now feel the need to heavily impose a close check on user data being obtained right after Apple announced its App Tracking Transparency feature at the beginning of the year.
A spokesperson from Google told Bloomberg that the search engine giant is still looking to work with skilled developers in order to generate a super-healthy but ad-supported ecosystem. The spokesperson did not confirm or deny the plans about creating a new anti-tracking feature for Android.
Google’s Privacy Sandbox
Google is currently working on Privacy Sandbox, a new privacy standard for the web. The industry heavyweight describes the project as ‘a mission to create a thriving web ecosystem that is private by default and respectful of users.’
Under this new project, the tech company restricts the pervasive cross-site tracking that has become the norm on the internet.Google believes that part of the web’s magic is that content creators can readily publish without any gatekeepers. The web’s users can easily access information freely since content creators fund themselves via online advertising.
And it is also less annoying and much more engaging to users when the content is highly relevant to the average user.
Apple has started implementing its App Tracing Transparency with iOS 14.5 beta update. Under this new framework, app developers may need to use it if their app collects relevant data about end-users and readily shares it with other organizations in order to track websites and applications.
The iPhone maker states that the App Tracking Transparency framework will present an app-tracking authorization request to users and provide the tracking authorization status.