Google Plans Privacy Changes, but Promises To Not Be Disruptive

Google said on Wednesday that it was working on privacy measures meant to limit the sharing of data on smartphones running its Android software. But the company promised those changes would not be as disruptive as a similar move by Apple last year. From a report: Apple's changes to its iOS software on iPhones asked users for permission before allowing advertisers to track them. Apple's permission controls -- and, ultimately, the decision by users to block tracking -- have had a profound impact on internet companies that built businesses on so-called targeted advertising. Google did not provide an exact timeline for its changes, but said it would support existing technologies for at least two more years.

This month, Meta, the company founded as Facebook, said Apple's privacy changes would cost it $10 billion this year in lost advertising revenue. The revelation weighed on Meta's stock price and led to concerns about other companies reliant on digital advertising. Anthony Chavez, a vice president at Google's Android division, said in an interview before the announcement that it was too early to gauge the potential impact from Google's changes, which are meant to limit the sharing of data across apps and with third parties. But he emphasized that the company's goal was to find a more private option for users while also allowing developers to continue to make advertising revenue.

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