According to a report from Bloomberg, Google is working on features that prevent cross-app tracking on Android devices, but it still in the early discussion stages. This is after Apple launched the App Tracking Transparency tool for better privacy control in a recent update.
A spokesperson from Google said the company is “always looking for ways to work with developers to raise the bar on privacy while enabling a healthy ad-supported app ecosystem.”
However, there have been anonymous sources that reveal that Google wants to find the balance between privacy-conscious consumers and developers and advertisers’ financial needs.
The company has gotten much of its money by targeting Android device owners. In addition, it is one of the wealthiest digital ad companies with over USD 100 billion annually.
We’ll have to wait and see if the feature ever makes it out but we surely would want to have more control over our privacy with Android devices.