Google Follows in Apple’s Steps to Limit Ad Tracking on Android

by Jim Lundy

Google Follows in Apple’s Steps to Limit Ad Tracking on Android

Google is now planning on restricting the use of the Android operating system and the apps that run on it to track users and their behaviors. This move follows on the heels of Apple’s well-publicized move to offer stronger levels of privacy to prevent apps from tracking the users of those devices. This blog talks about Google’s move and the implications on enterprises and consumer media companies, such as Facebook. 

Why Is Google Limiting Ad Tracking on Android?

The mobile market has matured, and so has government oversight, and it is now more acceptable to protect user’s rights due to European and Californian legislation around privacy. Because Google is facing issues in North America and in Europe around its ad policies, this could be viewed as a preemptive move to limit possible damages in both of those markets. 

Additionally, Google needs to keep its Android operating system competitive with iOS, so this could also be viewed as a competitive move, keeping the reputation of Android as strong as iOS. It’s important to note that Google did allow people to opt-out of tracking last year, but now they’re making bigger moves to actually eliminate tracking by the sharing of their IDs. 

Google Plans to Go Further With Its Developers

While nothing has been announced, Google indicated its in discussions with developers about how to improve privacy without necessarily impacting advertisers in their campaigns. However, talk is cheap and we’ll have to wait to see how this information unfolds in the form of a shipping development kit. 

The All-Out War to Stop Facebook

Several years ago the wall street journal did an in-depth investigative piece and found that nearly all the apps on a device it tested were actually selling data to none other than Facebook. Many users to this day have no idea the extent of the spying that Facebook does on consumers. Apple’s decision last year to limit tracking on its devices was a major financial blow to Facebook, and now, with Google following suit the impact has been amplified.

Bottom Line

With Google following in Apple’s footsteps, users are becoming more aware of their personal data being shared with social media companies. As user awareness increases, people are demanding more privacy on their devices. The financial impact for Facebook and other social media companies in general, will be painful. Enterprises need to take all of this into account when it comes to advertising spending.