Google said on Wednesday that it will restrict the ability of advertisers to track users of Android phones and other devices. It joins Apple in taking steps to strengthen the privacy of American consumers, a radical change for the digital advertising industry.
Anthony Chavez, vice president of product management for Android Security & Privacy, said in a blog post that the company will also develop other ways for software developers and businesses to reach mobile users while limiting the exchange of personal data. of the people, and noted that the company wants to “increase the level of user privacy.”
Google includes a unique identifier in Android devices, called an advertising ID, that allows marketers to see what a user is doing across all apps, allowing businesses to create a complete picture of that person’s interests and activities. Wednesday’s move will limit the ability of apps to capture this information.
The changes, however, will not take place for at least two years, and Google said it will “provide substantial notice before any future changes.”
The company offered few details on what the most private advertising will look like.
Google’s move follows Apple’s decision last year to limit user tracking to iPhones. IOS apps, from diet and fitness apps to mobile games, now have to ask permission every time they track someone. About three-quarters of iOS users choose not to be tracked, according to Flurry Analytics. This has caused waves in the multimillion-dollar advertising market.
of Apple push for privacy has already hit Meta, the parent company of Facebook and Instagram, with losses. The company said this month that the privacy changes would cost it $ 10 billion this year, an admission that contributed to a record high. stock fall, removing $ 300 billion from its market value. Shares of Meta fell further on Wednesday morning, falling 3.4% in early trading after Google’s announcement.
About 85% of global mobile phone customers use Android, according to IDC.
MoneyWatch: Apple’s privacy changes came at the end of Meta
03:25
Google, now part of Alphabet, pioneered Advertising ID – a digit string that identifies a specific Android mobile device and allows advertisers to target users based on their device activity. Last year, the company said it would move away from the mobile advertising ID and restrict the use of third-party cookies in your Chrome web browser.
“Advertisers depend on current tracking mechanisms and the advertising identifier, just as they do with cookies, because it allows them to have a broader picture of their consumers,” said Lauren Wetzel, InfoSum’s Chief Operating Officer. , which is described as a privacy-focused data company.
Upcoming changes mean that many advertisers will have less information about potential customers, Wetzel said. “If you’re an editor and you’re basically trying to show the brands and say that the advertising you’re selling will reach your audience, you also have a lesser understanding of your audience,” he said, adding that the changes will affect. the most difficult mobile phone companies.
Privacy advocates have criticized ads targeted as invasive, and lawmakers in Congress have introduced bills that would severely restrict technology.
Meta has resolved several lawsuits alleging that it tracked users after logging out and scanning users’ faces without their consent. Last month, four attorneys general sued Googleaccusing the company of tracking users’ locations and lying about it.
Google criticized Apple’s privacy changes in its blog post on Wednesday, calling it a “no” approach that was ineffective and could “lead to worse results for the privacy of users and businesses.” developers “. The company hinted that simply disabling tracking would threaten users’ ability to get free mobile content.
“Mobile apps are a vital part of our daily lives. Today, more than 90% of Google Play apps are free and offer access to valuable content and services to billions of users. Digital advertising has a key role in making it possible, “he said. the company said in its post.
Google also said it will seek feedback on its changes from developers, regulators and privacy advocates.
The two-year timeline for these changes shows that the company is trying to strike a balance between protecting the privacy of users and the interests of advertisers, Wenzel said.
He added: “I don’t see the current wave of privacy and consumer focus on it disappearing.”
- In:
Add Comment