The tech industry is slowly taking steps to strengthen and secure user data privacy. Recently, Apple was headlining for its newly introduced privacy nutrition labels. And it seems Google joining the suit. The Silicon Valley giant is said to be working on an enhanced anti-tracking feature for improved Android privacy similar to the latest iOS feature.

As reported by Bloomberg, Google is already in discussions with its team on finding ways to limit data collection and cross-app tracking on the Android operating system. Google is also looking for alternatives that can be flexible to both user and developer. 

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Netizens are gradually becoming aware of data privacy and in this scenario, Google has to find a fine balance between appeasing its userbase and the financial needs of developers. A Google representative said, “We’re always looking for ways to work with developers to raise the bar on privacy while embracing a healthy, ad-supported app ecosystem.”

As for Apple’s transparency feature, it compels the developers to share their method of tracking user behavior. The Cupertino firm does not allow developers to implicitly collect and share user data rather they must precisely ask permission for the same.

Apple’s new module of App Tracking Transparency is reaching its customers in the coming software updates. However, this has been a cause of tension between digital ad firms and Apple. The former (including social titans like Facebook) cited personalized ad services and revenue generation as an argument against the new move. But, Facebook had to eventually hunker down to Apple’s privacy terms.

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The sources privy to Google’s intentions also states that the company’s version of the anti-tracking solution will be different from Apple’s. The search giant may conjure something like its Chrome workaround for cookie-based tracking. However, it’s too early to be sure and also there’s no official announcement on when and how Google will deploy its plan.


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