Google is working to enhance privacy protection for Android users who want to make it difficult for advertisers to track them as they move between applications. The company is trying to counter the portrayal of Apple as a protector of privacy. Google offers additional protections for Android users who choose not to share their advertising identifier. Which could represent a new blow to the digital advertising sector, which is close to 400 billion dollars annually.
Android users can restrict ad tracking or reset the advertising identifier. But the developers managed to circumvent these settings. By relying on alternate device identifiers, Google is now cracking down on it.
Google announced the changes in an email to the Google Play Store developers. It wants to provide users with better data control, and help enhance security and privacy, she wrote in the letter. Google added that after the overhaul, developers trying to access the advertising identifiers of those who opted out would receive a string of zeros instead of the identifier.
Google enhances Android privacy
Experts interpreted the new policy, which is being introduced later this year, as an attempt to compete with Apple. And Apple last month beefed up privacy by turning off tracking by default. It gave users the ability to sign up if they wanted to. For years, Google has told the public that the Android advertising ID is secure enough. But she decided to make a change
Weeks after Apple changed privacy standards in order to better protect device identifiers. The overhaul means billions of Android users can opt out of interest-based ads. This gives consumers greater control while preventing marketers from accessing the data they rely on.
The policy change showed that Google had realized that unique identifiers were extremely sensitive, a step toward true anonymity across Android smartphones. The search giant will likely see these changes in its interest in order to manage the public perception of privacy and competition with Apple and to increase its control over user devices and data.
However, strengthening privacy protections for both iPhone and Android users risks handing too much power to Google and Apple. These changes are positive for user privacy in a domain. But there are significant risks in another area. This is because all sensitive data is now owned by Apple or Google.