Google will enable users of mobile applications running on Android to unsubscribe from ad tracking on their smartphones, following a previous move by competitor Apple Inc. to enhance privacy on iPhones. The company, part of Alphabet Inc., stated on its support site that the option will be available in late 2021 with an update to Google Play services. Developers will no longer be able to see the user's unique advertising identifier if that user opts out of receiving personalized ads. Unlike Apple's feature, users will not be opted-out of ad tracking by default.
Bloomberg reported that Google has been considering ways to give Android users more control over ad tracking while taking a less stringent approach than Apple. In May, Google announced it would create a security section in its Play Store in 2022, allowing Android users to learn what data developers collect and share about them, along with providing access to additional privacy and security information.
Apple revamped the mobile advertising industry in April when it launched its App Tracking Transparency feature, which requires users to opt-in to be tracked by applications for personalized advertising. Developers expect to lose revenue from this change as most consumers will likely not consent to the collection of their data. Google also stated that the rollout of Play services will impact apps running on Android 12 starting late 2021, with expansion to other devices using Google Play in early 2022.
