Google tests new ways to limit data tracking for android users

Google is testing its new ways to improve its protections for users who choose to opt-out of in-app data tracking on Android as the tech-company is looking to add better safeguards options those who are sharing their Advertising ID,  like Apple's IDFA marker, currently enables marketers to track their activity within apps.

According to the media reports, "Android users are already able to limit ad tracking or reset their Advertising IDs, but developers have been able to circumvent those settings by relying on alternative device identifiers that Google is now cracking down on. Google announced the changes on Wednesday in an email to Play Store developers, in which it wrote that it wanted to “provide users with more control over their data, and help bolster security and privacy”."

The update will be able to access Advertising IDs for users who have chosen to opt-out will soon only be able to access 'a string of zeros instead of the identifier'.

Apple stated that the prompts are a move to align with the growing shift towards improving data transparency, and giving people more control as to how their personal information is accessed. Google has also noted that it will be looking to provide similar protections and controls, but the company will also ensure that advertisers can continue to gather relevant insights to maintain their ad processes.

"We believe that part of the magic of the web is that content creators can publish without any gatekeepers and that the web’s users can access that information freely because the content creators can fund themselves through online advertising", noted by Google in their blogpost.

As the team is working on Privacy Sandbox feature, it is also looking forward to cater to these evolving requirements, which will likely, eventually, see Android users given similar controls to iOS users, but without the up-front prompts that have spooked ad-supported companies.

The changes that Google is going to make are slightly unclear till now, but the company will keep us updated on how it will impact ad targeting moving forward.