Google announces its plans to restrict cross-app tracking on Android

• Google plans to extend its Privacy Sandbox project to Android devices

• The existing system will be supported for two years

Alphabet’s Google (NASDAQ: GOOG) intends to adopt new tools to limit sharing of user data with third parties on Android phones, after Apple Inc. (NASDAQ: AAPL) curtailed the practice of serving targeted advertising.

Google’s new initiative could put an end to the advertising practices that track user data across third-party applications on Android smartphones. 

Also read: Facebook-parent Meta’s shares plunge by 26% after disappointing Q4 earnings

Apple brought in these changes last year which wiped out nearly $300 billion from Meta Platforms Inc’s (NASDAQ: FB) market value.

Road to phasing out cross-app advertising

The tech giant plans to extend its Privacy Sandbox project to Android devices to phase out advertising ID, which is a tracking system analogous to third-party cookies.

It will move towards alternatives that limit the sharing of user data with third parties and will not rely on cross-app tracking to support advertising efforts.

Google first launched the Privacy Sandbox initiative in 2019, in recognition of the fact that the system underpinning its lucrative advertising business (powered by third-party cookies that track people across the web) creates opportunities for invasions of privacy.

Also read: Swedish price comparison site files $2.4 billion lawsuits against Google for antitrust violations

Anthony Chavez, who heads up the Android Security and Privacy division, explained how the new feature works for Android, to Tech Radar. 

He said, “On the web, third-party cookies have been a valuable tool for publishers, developers, and advertisers. On Android, the advertising ID plays a similar role. These systems were built a long time ago and have been successful at supporting the mobile and web ecosystems.” 

Meta’s concerns

Google’s latest announcement comes weeks after Meta called out tech giants including Alphabet for having an unfair advantage under Apple’s new policies.

Meta’s revenue took a multibillion-dollar hit this year because its social networks can no longer gather as much data on iPhone users.

The Facebook owner alleged that Alphabet’s Google, which also sells personalized ads on iPhones, has an unfair advantage under Apple’s new policies. Apps including Facebook have to ask users if they consent to be tracked, but Google’s search results and browser don’t -- causing some advertisers’ budgets to shift to Google for more effective targeting.

Also Read: Meta warns shutting down FB, Instagram in Europe over data-sharing dispute

In its blog post, Google included many comments of support from developers for its planned changes, including from the social-media company Snap Inc. Facebook wasn’t among them.

(With inputs from Wall Street Journal)