Google has confirmed that it is working on new privacy measures for Android and that in two years it will have a personal information protection system similar to the one that Apple has recently integrated into iPhones and that prevents user tracking when using different applications on the phone.
The decision threatens to shake up the online advertising market, which has already been affected by Apple's decision. Companies like Meta (formerly known as Facebook) have suffered significant losses because they can no longer target iPhone users as effectively.
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In the presentation of the latest financial results, Meta, in fact, put a number on the impact of Apple's new protection mechanisms. This year the company will lose about 10,000 million dollars by not being able to elaborate more detailed profiles of users. Google's decision could have an even bigger effect, since Android has a larger market share, especially outside the US.
Google's strategy will be similar to Apple's. Android apps won't be able to exchange user activity information with each other if they haven't been given permission to do so. Until now, this was a technique widely used by companies like Meta to find out more about the interests and habits of consumers. With a small tracking code in third-party apps, they were able to associate the information with the already known profile on the social network.
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Google has not given details on how these controls will be implemented, but says it will do so less abruptly than Apple to give online advertising companies time to adapt. During the next two years there will be no drastic changes in the way Android handles the traffic of personal information between apps.
Google has also recently commented that it plans to remove support for tracking cookies in its browser, Chrome . Cookies are small identifier files that are generated each time a user visits a website and allow us to know how often they visit them and what they look at.
The company's plan is to replace them with a system that allows the elaboration of approximate, but not exact, profiles of a user's tastes according to predefined categories. This would make it possible to continue directing specific advertising (albeit with less detail) to an Internet user but without compromising their privacy as much.
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