Google Considering 'Less Stringent' Version of Apple's App Tracking Transparency Feature for Android

Starting with iOS 14.5, iPadOS 14.5, and tvOS 14.5, all of which are currently in beta testing, Apple will be requiring developers to receive a user's consent to track their activity across other apps and websites and/or access their device's random advertising identifier. Users will be presented with a prompt with options to "Allow Tracking" or "Ask App not to Track" when opening apps that wish to track their activity.

app tracking transparency prompt ios 14
According to Bloomberg's Mark Gurman and Nico Grant, Google is exploring a similar measure for Android, but in a "less stringent" way. The report claims that the proposed solution could end up being similar to Google's planned Chrome web browser changes:

To keep advertisers happy while improving privacy, the discussions around Google’s Android solution indicate that it could be similar to its planned Chrome web browser changes, the people said. The company said in 2020 that it intended to phase out third-party cookies in Chrome within two years. Google reaffirmed that plan earlier this year. Cookies are a way for websites to track users around the web to serve them more personalized ads.

"We're always looking for ways to work with developers to raise the bar on privacy while enabling a healthy, ad-supported app ecosystem," a Google spokesman said in a statement issued in response to the report.

Google has a web-based solution known as the Privacy Sandbox that allows advertisers to target groups of people with similar interests, rather than individuals, and the report claims that Google will likely to take a similar approach with Android.

Top Rated Comments

autrefois Avatar
42 months ago
“Less stringent”

In other words “Less transparent”
Score: 27 Votes (Like | Disagree)
chabig Avatar
42 months ago

"We're always looking for ways to work with developers to raise the bar on privacy while enabling a healthy, ad-supported app ecosystem,"
Translation: "We're always looking for ways to appear to raise the bar on privacy without really raising the bar on privacy because that would interfere with our healthy, ad-supported business model."
Score: 25 Votes (Like | Disagree)
SDJim Avatar
42 months ago
"How can we make Android look good without actually having to admit head-on that we're compiling every keystroke from Android users???"
Score: 22 Votes (Like | Disagree)
luvbug Avatar
42 months ago
Overwhelming people with ads, targeted or not, leads some folks (me, for instance) to block them all (thank you Brave!). Advertisers also fail to understand that some people aren't hyper-consumers and are *never* going to click on that ad anyway (me again). On the rare occasion that there's something I'm in need of, I do my own research to determine what to buy and where to buy it. If you're throwing ads in my face, I'll consciously discount your product/service on the spot. With the Web being what it is, put your $$ into your product, not ads, and let word-of-mouth on the 'net do the rest.
Score: 18 Votes (Like | Disagree)
Mike-G Avatar
42 months ago

RIP 100% FREE Ad-based Apps

Most could be gone from both App Stores by this time next year !

It will give rise to Engineering Accomplishment-based Apps !
They will still have ads. Just not targeted ads. This is not the end of advertising in apps.
Score: 12 Votes (Like | Disagree)
djcerla Avatar
42 months ago
Google: less of everything.
Score: 8 Votes (Like | Disagree)

Popular Stories

maxresdefault

Apple Announces 'Let Loose' Event on May 7 Amid Rumors of New iPads

Tuesday April 23, 2024 7:11 am PDT by
Apple has announced it will be holding a special event on Tuesday, May 7 at 7 a.m. Pacific Time (10 a.m. Eastern Time), with a live stream to be available on Apple.com and on YouTube as usual. The event invitation has a tagline of "Let Loose" and shows an artistic render of an Apple Pencil, suggesting that iPads will be a focus of the event. Subscribe to the MacRumors YouTube channel for more ...
Apple Vision Pro Dual Loop Band Orange Feature 2

Apple Cuts Vision Pro Shipments as Demand Falls 'Sharply Beyond Expectations'

Tuesday April 23, 2024 9:44 am PDT by
Apple has dropped the number of Vision Pro units that it plans to ship in 2024, going from an expected 700 to 800k units to just 400k to 450k units, according to Apple analyst Ming-Chi Kuo. Orders have been scaled back before the Vision Pro has launched in markets outside of the United States, which Kuo says is a sign that demand in the U.S. has "fallen sharply beyond expectations." As a...
iPhone 15 Pro FineWoven

Apple Reportedly Stops Production of FineWoven Accessories

Sunday April 21, 2024 6:03 am PDT by
Apple has stopped production of FineWoven accessories, according to the Apple leaker and prototype collector known as "Kosutami." In a post on X (formerly Twitter), Kosutami explained that Apple has stopped production of FineWoven accessories due to its poor durability. The company may move to another non-leather material for its premium accessories in the future. Kosutami has revealed...
iOS 17 All New Features Thumb

iOS 17.5 Will Add These New Features to Your iPhone

Sunday April 21, 2024 3:00 am PDT by
The upcoming iOS 17.5 update for the iPhone includes only a few new user-facing features, but hidden code changes reveal some additional possibilities. Below, we have recapped everything new in the iOS 17.5 and iPadOS 17.5 beta so far. Web Distribution Starting with the second beta of iOS 17.5, eligible developers are able to distribute their iOS apps to iPhone users located in the EU...
iPad And Calculator App Feature

Apple Finally Plans to Release a Calculator App for iPad Later This Year

Tuesday April 23, 2024 9:08 am PDT by
Apple is finally planning a Calculator app for the iPad, over 14 years after launching the device, according to a source familiar with the matter. iPadOS 18 will include a built-in Calculator app for all iPad models that are compatible with the software update, which is expected to be unveiled during the opening keynote of Apple's annual developers conference WWDC on June 10. AppleInsider...
Provenance Emulator

PlayStation and SEGA Emulator for iPhone and Apple TV Coming to App Store [Updated]

Friday April 19, 2024 8:29 am PDT by
The lead developer of the multi-emulator app Provenance has told iMore that his team is working towards releasing the app on the App Store, but he did not provide a timeframe. Provenance is a frontend for many existing emulators, and it would allow iPhone and Apple TV users to emulate games released for a wide variety of classic game consoles, including the original PlayStation, SEGA Genesis,...