Google to phase out cross-app ad tracking on Android devices
it will phase out cross-app ad trackers on Android smartphones, a move aimed at increasing data privacy for consumers using its operating system.It's a major upheaval to how advertising and data collection will work on Android devices and comes after Apple last year placed new restrictions on apps that track behavior to tailor ads to users.
Apple's new restrictions had profound effects on companies that sell mobile ads based on user data, includingearlier this month that it expects Apple's ad tracking changes to cost it $10 billion in ad revenue in 2022.Currently, people using Android devices are assigned special IDs that advertisers use to build a behavioral profile of the user. They use this profile to eventually place highly targeted ads on the person's screen.
Google said it will now phase out the ID system and develop a new privacy-focused advertising system that will limit sharing of user data with third parties.via Axios' Sara Fischer: Google's efforts to change privacy practices in Chrome, its web browser, haveThe company's efforts on Android will likely be met with similar industry disagreement, given how many players are involved in the app economy.
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