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We can expect big news when it comes to transparency of tracking on Android applications. Google has announced that it will allow users to disable sharing their ID with the advertiser. This ID (unique device identifier) ​​allows merchants to track users as they move between applications. This reaction Google-and comes about two months after it Apple made a similar change. This will be a great innovation in monitoring the transparency of applications on Android devices and another step that Google undertakes in recent efforts for greater privacy of user data. 


Tracking transparency on Android applications

 “Starting in late 2021, when a user disables interest-based advertising or ad personalization, the ad identifier will not be available. You get a string of zeros instead of identifiers. ”, say officially from Google.

This change will take place in phases, starting with the applications that run on Android-in 12 by the end of this year. The change will also apply to applications running on supported devices Google Play from the beginning of 2022..

“Persistent identifiers are still available because there are various supported use cases that are not related to advertising. In the long term, we will evaluate additional opportunities to provide users with even more information about which persistent identifiers are provided to third parties. We will announce it prominently and in advance when we have the details.”

This identifier can also be used for other purposes, such as analytics or fraud prevention. Google will seek to provide an alternative to support such use cases in July.

Greater focus on data privacy can help Google-u to come across a better reception and image in public. It also means yes Google really increases control over user data. This can be a cause for concern if a company is not transparent about how it handles user data.


Whether Google honest to the end though?

GoogleThese new privacy policies are quite similar Apple-this changes in the transparency of application tracking. Yet, Googlethis option implies "opt-out”Option taken by the user. So user tracking is the default, and the user is the one who turns off this feature. AppleThis option is "opt-in", where it is explicitly asked if users want to allow applications to follow them when the application is opened for the first time.

If Googlethis application is similar Apple-this, leads to a higher percentage of users being able to disable tracking, which may prevent advertisers from tracking users or selling their data to other companies. On the other hand, if the option "opt-out”Be hidden somewhere in the menus, in a not very transparent way, the impact on advertisers will not be so drastic.


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Made by Nebojsa Radovanovic - SEO Expert @Digitizer

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