Google Explores Alternative to Apple’s Anti-Tracking Feature

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Anti-Tracking Feature

Google is looking for alternatives to Apple’s new anti-tracking feature, the latest sign that the internet industry is slowly embracing user privacy. 

The company is internally discussing ways they can limit data collection and app tracking on Android operating system in a less strict way than Apple. 

Google is trying to balance the need for consumer privacy with the financial needs of developers and advertisers to get a win-win situation. 

With over $100 billion in annual digital ad sales, Google is key on helping its partners continue generating revenue. Simply by targeting ads to Android device users and measuring their performance. 

According to a Google spokesman, “We’re always looking for ways to work with developers to raise the bar on privacy while enabling a healthy, ad-supported app ecosystem.” 

Apples iOS 14.5 and iPadOS 14.5 updates on iPhones and iPads features a news functionality called App Tracking Transparency. The tool allows consumers choose whether apps can collect data about them across other apps and websites.


This update is expected to drastically affect the world of digital advertising. Facebook alongside other companies have complained about the feature limiting effectiveness of personalized ads and revenues generated. 

Googles solution is expected to be less strict and won’t require a prompt to opt into data tracking like Apple. However, the alternative to Apple’s feature is still in its early stages. The company has not decided when or if they will go ahead with the changes. 

Google’s anti-tracking Plan 

Google alternative to Apple’s anti-tracking feature plans could be similar to its planned Chrome web browser changes. This is to Keep advertisers happy while improving privacy. 

Google in 2020 announced its intention to phase out third-party cookies in Chrome within two years, which they reaffirmed earlier this year. 

Google’s web alternative, known as the Privacy Sandbox, allows some ad targeting with less-specific data collection. As part of that solution, the company has developed a technology called Federated Learning of Cohorts. This technology allows advertisers target groups of people with similar interests rather than individuals. Google is likely to take a similar approach with Android.

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