Google is strengthening privacy protections for Android users who want to make it harder for advertisers to track them when they move between apps, as the company tries to counter Apple’s image as a better steward of personal data.
In changes that will come as a fresh blow to the near $400bn-a-year digital advertising industry, Google will introduce extra safeguards for Android users that opt out of sharing their “Advertising ID” — a device identifier that allows marketers to track them as they switch from app to app.
Android users are already able to limit ad tracking or reset their Advertising IDs, but developers have been able to circumvent those settings by relying on alternative device identifiers that Google is now cracking down on.
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