Earlier this year, Apple launched a new feature called App Tracking Transparency. It ensures that developers take the user’s permission before using their personal data to track them across apps. This lets users choose to allow or decline permission for the app to track their activities while using the data. However, it is yet to come in Android until now. Although it looks like in a recent development, Google is following Apple’s footsteps and working on a similar feature for Android 12.
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“The advertising ID is a unique, user-resettable ID for advertising, provided by Google Play services. It gives users better controls and provides developers with a simple, standard system to continue to monetise their apps. It enables users to reset their identifier or opt-out of personalised ads (formerly known as interest-based ads) within Google Play apps”.
Google in its support page for Android 12
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Like Apple, Android 12 New Feature Will Allow Users To Block Apps From Tracking Them Online
Google’s anti-tracking feature will work in a similar way to Apple’s App Tracking Transparency feature. It will give users the option to delete the advertising identifier on their Android phones. Once deleted, the advertisers will see a string of zeros in place of the unique identifier. This will make it impossible for apps to track user activity and also not recommend any personalised ads. The rollout will first be for Android 12 devices launching later this year. However, after that, it will come in a broader spectrum in 2022 with phones that have access to Google Play.
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Android is famously known for being less private among the two with Apple OS. However, this new feature in Android 12 will make the Google OS catch up with iOS. It will sit well with the users as there is a newfound concern for safety and privacy. Meanwhile, it would be interesting to see how Google tackles this issue, considering a part of its revenue relies on advertisement and data.
Sushmita Choubey
Marketer to the core, a writer from the soul. Engineer and an MBA turned budding tech writer - dabbling her hands in all genres of writing from tech to fiction. If not writing, you will always find me reading anything and everything. Otherwise, you will find me learning new languages.