In 2020, Apple made a big announcement: it would give users the option to turn off all ad tracking on their iPhones. Users could make their iPhones much more private with a simple tap.
That announcement sparked a firestorm for advertisers and businesses that make billions in ads, like Facebook. It has also put Google in a tough spot as it owns Android – Apple’s main mobile competitor – and makes most of its money on ads. Now we know what Google is planning on Android ad tracking.
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As first reported by Financial Times, Google plans to make it more difficult for advertisers to follow Android users. When an advertiser tries to track someone who has turned off tracking, they’ll see a meaningless string of zeros. Financial Times learned this information from developers who informed Google of the upcoming changes. Google later confirmed the information Engadget.
To be clear, you can already change your Unique Ad ID and turn off ad personalization (just go to Settings> Google> Advertising on your phone). However, advertisers have found ways to get around these limitations. These new changes to Android’s ad tracking policies should prevent workarounds.
Obviously, it’s not as straightforward and straightforward as Apple’s one-tap nuclear solution. However, it is another step in the right direction.
These new changes will start on Android 12 devices this year. At the beginning of 2022, all Android devices with access to the Google Play Store will receive the function.