Google announced on Wednesday that it will limit the ability of advertisers to track users of Android phones and other devices. He is involved with Apple in taking steps to enhance the privacy of US 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 would also develop other ways for software developers and businesses to reach mobile phone users while limiting the sharing of people’s personal data. noting that the company wants to “raise the bar for user privacy.”
Google includes a unique ID on Android devices called Advertising ID, which allows marketing professionals to see what a user is doing in all applications, allowing companies to create a complete picture of that person’s interests and activities. Wednesday’s move will limit applications’ ability to capture this information.
The changes, however, will not take place for at least two years, and Google said it would “provide substantial notice before any future changes.”
The company offered a few details on what the most private ad would be like.
Google’s move follows Apple’s decision last year to limit user monitoring on iPhones. IOS apps, from diet and fitness apps to mobile games, now have to ask permission every time they watch someone. About three-quarters of iOS users choose not to be monitored, according to Flurry Analytics. This caused waves in the multi-billion dollar targeted advertising market.
of Apple push for privacy has already hit Meta, the parent of Facebook and Instagram, with losses. The company said this month that privacy changes would cost it $ 10 billion this year – a record-breaking admission stock fall, eliminating $ 300 billion in market value. Meta shares fell further on Wednesday morning, falling 3.4% in the first trading session after the announcement of Google.
About 85% of global mobile phone customers use Android, according to IDC.
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Google, now part of Alphabet, has pioneered Advertising ID – a series of digits 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 Advertising ID on mobile and restrict the use of third party cookies in the Chrome browser.
“Advertisers rely on current tracking mechanisms and Advertising IDs, just like cookies, because it allows them to have a broader picture of their consumers,” said Lauren Wetzel, CEO of InfoSum, which describes itself as a data-driven company. the secret.
Upcoming changes mean more advertisers will have less information about potential customers, Wetzel said. “If you are a publisher and you are basically trying to get branded and say that the ad you are selling will reach your audience, you also have a lower understanding of your audience,” he said, adding that the changes will make mobile first companies more difficult.
Proponents of privacy have criticized targeted advertising as intrusive, and lawmakers in Congress have introduced bills that would severely limit technology.
Meta has settled several lawsuits claiming to have located users after logging out and scanning users’ faces without their consent. Last month, four Attorneys have sued Googleaccusing the company of monitoring users’ sites and lying about it.
Google criticized Apple’s privacy changes in a blog post on Wednesday, calling it a “dark” approach that was ineffective and could “lead to worse results for the privacy of users and developer businesses.” The company hinted that simply disabling monitoring would threaten users’ ability to download free mobile content.
“Mobile applications are an integral part of our daily lives. At present, over 90% of Google Play applications are free, providing access to valuable content and services to billions of users. Digital advertising plays a key role in making this is possible “, the company stated in its post.
Google also said it would seek feedback from developers, regulators and privacy advocates on its changes.
The two-year timetable for these changes shows that the company is striving to strike a balance between protecting users’ privacy and the interests of advertisers, Wenzel said.
He added: “I do not see the current wave of privacy and consumer focus on it going away.”
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