Google Explores Alternative To Apple's New Anti-Tracking Feature

Google is exploring an alternative to Apple's new anti-tracking feature, the latest sign that the internet industry is slowly embracing user privacy, Bloomberg is reporting, citing people with knowledge of the matter. From the report: Internally, the search giant is discussing how it can limit data collection and cross-app tracking on the Android operating system in a way that is less stringent than Apple's solution, said the people, who asked not to be identified discussing private plans. Google is trying to balance the rising demands of privacy-conscious consumers with the financial needs of developers and advertisers. The Alphabet unit is seeking input from these stakeholders, similar to how it's slowly developing a new privacy standard for web browsing called the Privacy Sandbox. With more than $100 billion in annual digital ad sales, Google has a vested interest in helping partners to continue generating revenue by targeting ads to Android device users and measuring the performance of those marketing spots. '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.

A Google solution is likely to be less strict and won't require a prompt to opt in to data tracking like Apple's, the people said. The exploration into an Android alternative to Apple's feature is still in the early stages, and Google hasn't decided when, or if, it will go ahead with the changes. On the iPhone, Google offers developers a framework so they can monetize their apps using Google ads. In a recent blog post, Google said Apple's ad-tracking update means developers 'may see a significant impact' on their ad revenue. To keep advertisers happy while improving privacy, the discussions around Google's Android solution indicate that it could be similar to its planned Chrome web browser changes, the people said. Further reading: Google's iOS Apps Haven't Been Updated in Weeks. Could Apple's Privacy Labels Be the Reason?
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