Google has announced that it will begin removing ad-tracking programs from its Android operating system, upending the way operation της διαφήμισης και της συλλογής δεδομένων σε phones and tablets used by more than 2,5 billion people worldwide.
Currently, Google has special identifiers on each device Android, allowing advertisers to build profiles of what users do with their phones and serve them highly targeted ads.
Google will start testing alternatives to these IDs this year and will eventually remove them altogether, the company said in her blog on Wednesday. Google said the changes will improve the privacy for Android users, limiting the vast amount of data app developers collect from people using the platform.
However, this move could give Google even more power over digital advertising and is likely to confirm regulatory concerns about the company's competitive practices…
To mention that it earned $ 61 billion from ads alone fourth quarter of 2021 (PDF).
The announcement comes about a year after Apple decision block ad trackers in its own operating system, giving customers more tools to limit the data they share with application developers.
Google contrasts its plan with that of Apple, saying it will make the changes over the next two years, and work closely with application developers and the advertising industry to create new ways to target ads.
Of course they must first measure their effectiveness before making any changes.
"We recognize that other platforms have taken a different approach to ad privacy, bluntly limiting existing technologies used by developers and advertisers," said Anthony Chavez, vice president managementof Android security and privacy products, on the blog.
"We believe that without providing an alternative route to confidentiality, such approaches may be ineffective and lead to worse results for the privacy of users and developers' businesses."
