After Apple, Google to allow Android users to opt out of tracking for targeted advertisements

Google has announced that it will allow Android users to opt out of being tracked by advertisers. This move comes soon after a similar move was taken by Apple Inc. to improve privacy on iPhones.

The feature of opting-out will be made available to users sometime during the later part of this year along with the Google Play services update, the Alphabet Inc. unit stated on a website.

Developers would no longer be able to view a user’s unique advertising ID if the user has opted out from receiving personalised ads. However, unlike Apple, Android users cannot opt out by default.

In recent months Google had been working on providing a way to offer Android users greater control over ad tracking in a less rigid manner than Apple’s.

Google has stated that it will develop a safety section in its Play Store next year to facilitate Android users to see what kind of user data developers collect from them and it will also provide additional insights on privacy and data security.

Apple triggered the mobile advertising industry during the first half of this year when it launched its App Tracking Transparency feature, which needs users to opt in to get tracked by applications to ensure more personalised advertising. It is predicted that developers will end up losing revenue from this move as the majority of users won’t agree to have their personal data collected.

Google has stated that the Play services will impact apps running on Android 12 devices starting the later part of this year and migrate to other devices with Google Play at the beginning of the next year.