A new article on
Social Media Today reports that Google is reportedly looking to improve its protections for users who choose to opt-out of in-app data tracking on Android, which many see as a response to Apple's recent update to its IDFA process for the same.
This was originally reported by the Financial Times. Google is looking to add extra safeguards for Android users who opt-out of sharing their Advertising ID, which, like Apple's IDFA marker, currently enables marketers to track their activity within apps.
|
"Android users are already able to limit ad tracking or reset their Advertising IDs, but developers have been able to circumvent those settings by relying on alternative device identifiers that Google is now cracking down on. Google announced the changes on Wednesday in an email to Play Store developers, in which it wrote that it wanted to "provide users with more control over their data, and help bolster security and privacy"."
|
The update will mean that developers who try to access Advertising IDs for users who have chosen to opt-out will soon only be able to access 'a string of zeros instead of the identifier'. That could be another blow for digital marketers who have already lost much in-app data due to Apple's ATT update.
Apple says that the prompts are a move to align with the growing shift towards improving data transparency and giving people more control as to how their personal information is accessed. Google has also noted that it will be looking to provide similar protections and controls, but its moves, Google says, will also ensure that advertisers can continue to gather relevant insights to maintain their ad processes.
|
"We believe that part of the magic of the web is that content creators can publish without any gatekeepers and that the web's users can access that information freely because the content creators can fund themselves through online advertising."
|
