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Google announces its answer to App Tracking Transparency on iOS

This toggle in Android is set to get more powerful soon. (Source: Google)
This toggle in Android is set to get more powerful soon. (Source: Google)
Google has reportedly informed developers that it will introduce a new setting in Android that allows users to suspend Advertiser ID sharing across apps. The measure might boost privacy, although some app-makers might argue that it might also increase the risk of certain frauds, as well as revenue loss. Nonetheless, the changes are slated to start taking effect from late 2021.
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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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Deirdre O'Donnell
Deirdre O'Donnell - Senior Tech Writer - 4541 articles published on Notebookcheck since 2018
I became a professional writer and editor shortly after graduation. My degrees are in biomedical sciences; however, they led to some experience in the biotech area, which convinced me of its potential to revolutionize our health, environment and lives in general. This developed into an all-consuming interest in more aspects of tech over time: I can never write enough on the latest electronics, gadgets and innovations. My other interests include imaging, astronomy, and streaming all the things. Oh, and coffee.
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> Notebook / Laptop Reviews and News > News > News Archive > Newsarchive 2021 06 > Google announces its answer to App Tracking Transparency on iOS
Deirdre O'Donnell, 2021-06- 5 (Update: 2021-06- 5)