google announced plans Wednesday to revamp ad tracking on it’s android operating systemsensitive privacy issue this Apple rival has already moved to reduce on his iPhones.
Technology giants are under increasing pressure to better balance privacy and ad targeting, as users complain, regulators threaten tougher rulesbut companies try to maintain access to data key to their many billions in advertising revenue.
Apple and Google operating software run on the majority of the world’s smartphones, so any changes they do to their policies have the potential to impact billions of users.
“Our goal …is to develop effective and privacy-friendly advertising solutions, where users know their information is protected, and developers and companies have the tools to succeed on mobile”, said Google in A declaration.
Of son side, Apple announced last year that users of son one billion iPhones in circulation can decide to allow their online activity to follow for the goal of ad targeting – a change he said shows son goal is on private life, but who critics note does not prevent the company itself from following.