Apple messed with the launch of the App Tracking Transparency feature, which is expected to launch on iOS 14.5. The tool essentially requires developers to ask for permission to track iOS users for ad targeting. Now, Google is apparently developing a similar feature of its own.
Bloomberg reports that Google is exploring an alternative to Apple’s Application Tracking Transparency in an effort to limit data collection and cross-application tracking on Android. Google’s version would be “less strict,” according to the report’s sources.
“Google is trying to balance the growing demands of privacy-conscious consumers with the financial needs of developers and advertisers,” Bloomberg said.
In a statement to the publication, a Google spokesman has not confirmed or denied that a feature is coming, but said the search giant is always looking to balance privacy with a healthy, ad-supported app ecosystem. This means that the next Google version of Apple’s App Tracking Transparency is likely to be less strict and will not even require developers to get users’ permission to track their data.
“To keep advertisers happy and at the same time improve privacy, discussions around Google’s Android solution indicate that it may be similar to the planned changes to the Chrome browser,” Bloomberg said.
Google had already announced plans to eliminate third-party cookies in Chrome in two years. Instead, the browser will use an alternative that allows you to target some ads with less specific data collection. Advertisers will be able to target groups of people with similar interests, but not individuals. This could be the approach that Google takes on Android.
After introducing App Tracking Transparency last year, Apple has been criticized by companies who claim that the new policies will harm small businesses. Facebook has been one of the biggest critics of Apple’s new feature and is even considering an antitrust lawsuit. Apple, meanwhile, says the new features are designed to defend users.
“Users must know when their data is being collected and shared on other applications and websites – and they must have the option of allowing it or not,” said Apple last year.
It will be interesting to see how far Google will go when it finally presents its own version of App Tracking Transparency. After all, a big part of Google’s business is advertising, but with privacy becoming a growing concern for users, the search giant may be forced to follow in Apple’s footsteps – or at least find a middle ground. happy.