Saturday, March 6

Google could go on the hunt for ad trackers on Android

Like Apple, Google is considering a feature to track ad trackers on Android mobile applications. But without forgetting also that advertising helps him to live …

The confidentiality and serenity of Internet users are becoming priorities for the tech giants. If Apple has made it its crusade for a long time, the apple brand is dragging in its wake many of its competitors who are starting to take the problem a little more seriously, even if it means sacrificing a little of their wallet.

Apple has recently increased its demands on its developers so that they are more transparent about the use made of the data collected by their apps and that they now ask users for authorization to track their position or to collect data. information about their account through other services.

A less restrictive alternative than Apple

An initiative that gave Google ideas. Internet giant is considering anti-tracking feature to integrate into Android, understands Bloomberg. The Mountain View company would like to find a way to limit data collection and cross-app tracking on Android. But in a less strict way than Apple.

Because, unlike Apple, Google must take into account the financial aspect of data monetization for developers and advertisers who target Android users. Each year, advertising brings him more than 100 billion dollars and it is better for Google to take care of its financial partners who are always quick to worry about their marketing performance.

« We’re always looking for ways to work with developers to raise the bar on privacy while enabling a healthy, ad-supported app ecosystem.“, Explains a Google spokesperson to Bloomberg.

Google already has a solution to satisfy everyone

To spare the goat and the cabbage, a difficult dilemma for Google in its quest for repute. But to design an equivalent to the function App Tracking Transparency Apple, which allows users to accept or not the tracking for advertising purposes, without offending companies like Facebook, undermined by the future measure of iOS 14, Google could opt for a less strict regime, not requiring no authorization request to activate data tracking.

According to the sources of Bloomberg, improving confidentiality could thus pass, as in the Chrome browser, by the gradual elimination of third-party cookies, thus depriving the website of tracking to offer personalized advertisements. But Google has already planned an alternative to this named Privacy Sandbox. It allows ad targeting with less specific data collection, to a group of people with common interests rather than individuals. A seemingly lighter system for the user …

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