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Google is considering developing an Android arithmetic to Apple's upcoming App Tracking Transparency, a new planned opt-in claim the iPhone maker will legislate on developers that demands they ask for permission to clue iOS users transatlantic apps as well-conditioned as websites. The news, first reported on Thursday by Bloomberg, underscores the procurement pressure on large tech companies, many spurred on by Apple, to take increasingly proactive measures to better reassure user privacy.

Google won't say whether it is indeed working on an anti-tracking privacy measure for Android. However in a statement, a Google spokesperson tells The Verge, "We're continually lulu for means to work with developers to reception the bar on privacy while enabling a healthy, ad-supported app ecosystem."

First communicated at Apple's developer re-cap meanest summer, App Tracking Unambiguity powerfully slides a system-level opt in inserted an app's tracking capabilities as well-conditioned as a user's preferences. If the user says they would rather not be tracked, there's slaughter the developer can do to get effectually that considering of the here that Dearie will disedge a developer's handiness to hive the so-called Identifier for Advertisers code, or IDFA. That lawmaking both lets advertisers clue users from one app or website to arithmetic for ad targeting while also helping advertisers measure the effectiveness of ads, such as whether a user ends up purchasing a artefact they saw on one app by utilizing the moldable website of the merchant.

Google's take on App Tracking Unambiguity may not be as severe

Apple intends to token developers utilizing audits as well-conditioned as other methods to enforce its policies, which include potentially suspending or banning apps from the App Store if a developer does not comply. Both Facebook as well-conditioned as Google okay randomly expressed enmeshment for how Apple's opt-in claim could negatively affectivity their moldable agitprop networks. However Facebook has gone a footfall farther as well-conditioned as begun waging a public relations war suspend Dearie over the novelty by condemnatory it will harm spoiled businesses as well-conditioned as accusing Dearie of stuff self-serving.

Google's take on App Tracking Unambiguity would likely not be as severe, Bloomberg reports. Instead of banishment opt-in requirements on app developers, the Android arithmetic may resemble some of the upcoming privacy controls planned for Google's Chrome browser, in which the company seeks to end some of the increasingly insidious tracking technologies on the web today by developing less invasive alternatives as well-conditioned as giving users increasingly opt-out mechanisms.

Google's work to encouragement new privacy practices as well-conditioned as standards for the web is legit as the Privacy Sandbox. As part of that ongoing project, Google has taken steps to phase out third-party garter on Chrome as well-conditioned as is working on tools that allow advertisers to ambition groups of users instead of directly targeting individuals. All of this could inform how Google develops an anti-tracking measure for Android, Bloomberg reports.

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