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| Google wants to get rid of ad tracking while keeping ads |
Google announced a multi-year process to fix ad tracking on Android phones and put the mobile platform on a path similar to Apple's ban on iOS tracking last year.
Currently, each Android device is assigned a unique identifier called an advertising ID, which is used to create an Android user account that developers can use to target in-app ads.
However, when the new changes are implemented, ad identifiers will be phased out in favor of an alternative targeting mechanism that Google says is more friendly to user privacy.
"We announced a multi-year plan to bring privacy to Android with the goal of delivering new, more personalized advertising solutions," the company wrote.
These solutions restrict sharing of user data with third parties and work across multiple applications without credentials. Include ad identifiers. We are also investigating techniques to reduce the likelihood of sensitive data being collected. It includes a safer way to integrate your app with the Ads SDK.
Google started adding privacy protections around advertising identifiers last year. Changes were made to allow users to remove unique identifiers from the system simply by selecting Do Not Track.
However, the latest decision indicates that developers will need to use an entirely different system for collecting user preference data for years to come.
Google said it's working with developers to find the best way. There are currently four design options listed on the Android Developer Privacy Notice page. It includes a topic and interest-based advertising system and a FLEDGE API to allow developers to target custom audiences without revealing user data to third parties.
However, the comparison with Apple's iOS tracker ban is clear. But Google's strategy is also very different. It has been shaped by its business model and priorities, driven by concerns about antitrust lawsuits.
Google announces Android privacy mode
Google's main revenue stream is its digital advertising business, which generated $61 billion in the last quarter of 2021.
The company is currently facing an antitrust lawsuit alleging unfair practices in handling digital ad auctions.
Combined with the claims of an ad monopoly, Google is unlikely to block competitors' ability to advertise on Android. If so, he will definitely face more antitrust lawsuits.
This adds another potential problem if the company takes actions that appear to harm competition, because YouTube, which it owns, operates on an ad-supported model.
Google suggests these changes to keep useful parts of digital ads while removing some unnecessary elements.
The company believes that blocking ads without a well-thought-out plan may lead to lower privacy results. This is because advertisers use more deceptive forms of tracking, such as B. fingerprint browser.
By proactively identifying safe and acceptable ad formats, the company ensures a robust revenue stream for developers and robust privacy protections for Android users.