Google announces new data protection measures for Android

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After the shock of the iPhone, the online advertising industry is forced to adapt to the new rules of the game for Android smartphones. Google, as an Android developer, announced on Wednesday the privacy protection measures that will be developed in the coming years.

The backbone of the old online advertising business on smartphones was an identification number, with which the advertising industry could collect information about the user’s interests and play personalized ads for them.

But last year, Apple dealt a major blow to that model: App vendors must now explicitly ask iPhone users for permission if they want to track their behavior across apps and services. Many people reject this. Among other things, the Facebook group Meta felt the effects and recently calculated that Apple’s new rules could cut $10 billion in sales this year.

Google announced that, on the one hand, the sharing of user information with third parties, such as data dealers in the advertising industry, should be limited. I also want to find solutions that do without the previous advertising identifier to collect data in different applications.

At the same time, he distanced himself Google – without naming Apple – from the iPhone group’s approach. According to the blog post, other platforms have “hard-wired” the previous mechanisms. Without an alternative solution, this would be ineffective and bad for protecting the app developer’s privacy and business. Instead, Google wants to support today’s features for at least two years while working on new solutions.

Android’s market share in the global smartphone business is over 80 percent. The rest is for iPhones. At the same time, the distribution varies from country to country – in the lucrative US market, for example, the share of the iPhone is estimated at about half.

Given its role in the online advertising marketplace, Google’s hands are much more tied than Apple’s when it comes to changing the way user data is handled. An Internet group must be careful not to be accused of supporting their own advertising business.


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