Apple has announced its new update will include App Tracking Transparency tool that will allow you to better control your privacy. According to Bloomberg, Google is working on something similar – preventing cross-app tracking on Android devices, but the feature is still in early discussion stages.
A spokesperson for Google said the company is “always looking for ways to work with developers to raise the bar on privacy while enabling a healthy ad-supported app ecosystem.”
However, anonymous sources revealed Mountain View actually wants to find the balance between privacy-conscious consumers and developers and advertisers’ financial needs.
Google is one of the wealthiest digital ad companies, raking more than $100 billion annually. A lot of this money was accrued by targeting Android device owners – often, if you user was looking for an item on Chrome, the same item would appear in an ad banner in another application, even if it’s a simple game.