Google on Wednesday announced its plans of the newest privacy restrictions signalling to bring down tracking across apps on its Android devices. This move follows a move made by Apple last year which resulted in cutting down advertising practices by several firms.
Google is developing upgraded privacy-focused replacements for its advertising ID (a unique string of characters that identifies the user’s device). These digital IDs often helped ad-tech giants/companies to track and share info related to consumers using their apps with third parties.
Android product management Vice President Anthony Chavez said that the privacy changes to Android, like Apple, “will limit sharing of user data with third parties and operate without cross-app identifiers.”
Google’s move of introducing these changes could blow ad-tech giants that depended on tracking users across apps for their businesses to flourish. Facebook-parent Meta is the name that comes across my mind used the same algorithm to boost their advertising business. Apple’s last year changes made Meta suffer the most making Facebook lose $230 billion off its market capitalization and the company earlier this month said that it stands to lose $10 billion this year due to this small change made by Apple.
Google’s privacy changes will take about two years to be rolled out fully and google will support the current identifiers till this span, which signals other big companies of implementing changes in this period. Anthony Chavez wrote in the blog post, “We believe that — without first providing a privacy-preserving alternative path — such approaches can be ineffective and lead to worse outcomes for user privacy and developer businesses.”