Google announces its answer to App Tracking Transparency on iOS

Currently, there is an option in Android's settings that allows a user to "opt out of personalized ads", which (ideally) prevents apps from tracking their activity via a unique Advertiser ID. Now, it is set to get even more effective, thanks to new changes to be implemented by Google soon.

The Mountain View giant has reportedly emailed developers informing them that an activated opt-out will convert the Advertiser ID of the user in question into a string of zeros. This may make it more difficult for apps to accumulate data on what is done on individuals' phones.

Accordingly, it seems Google will enact this new change (to be introduced in Android 12 and to affect all apps developed or adapted to this new OS version) to keep step with Apple and its ostensibly user privacy-conscious  App Tracking Transparency feature in iOS.

Google has confirmed that its take on the measure will be included in an upcoming Google Play services update, to be rolled out in phases toward late 2021. It has also advised developers that their app versions for Android 12 are now required to declare a normal permission for Google Play services in their manifest files.

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