Google is Adding iOS 14-like Tracking Protection in Android 12

Simply kidding: Google would by no means go so far as Apple does. However it’s making concessions associated to personalised advertisements in a bid to keep away from antitrust troubles.

“As a part of Google Play providers replace in late 2021, the promoting ID can be eliminated when a consumer opts out of personalization utilizing promoting ID in Android Settings,” a revised Google assist doc notes of the approaching change. “Any makes an attempt to entry the identifier will obtain a string of zeros as an alternative of the identifier … Apps concentrating on Android 12 might want to declare a Google Play providers regular permission within the manifest file.”

So what does that imply? As Google explains, the promoting ID is a singular worth used to individually determine customers for promoting functions; an analogous system is employed on different platforms like iOS and Home windows, and it’s used to offer personalised, versus random, promoting.

Right this moment, Android customers can reset their promoting ID and opt-out of personalised advertisements. However with Android 12, Google will take the extra step of not alerting advertisers when a consumer has opted out of personalised advertisements. However as a result of there are different use instances for this ID, Google says that it’s going to present a brand new resolution to assist important use instances like analytics and fraud prevention.

Promoting represents over 80 p.c of Google’s revenues, so nobody ought to be lulled into believing that the corporate will ever do something that materially undercuts this enterprise. However the agency can definitely use a PR win given Apple’s stricter adjustments and the way slowly Google moved to replace its personal apps on iPhone to satisfy Apple’s necessities. And copying Apple—or at the very least showing to—is totally in Google’s wheelhouse.