Google Introduces Updates To Make Ad Tracking More Transparent

Apple platforms have always been known for their privacy features. Their cloud-based and physical storage comes with numerous security measures to protect users' data if their smart device is stolen or lost. Their privacy feature is not just limited to whether your device is stolen or not. And it is now also extended to the apps that you download. Apple recently introduced an app tracking feature to iOS, making it more transparent to users. The update seemingly is big enough to shake a giant platform like Facebook? The big question is, what is this update, how does this affect you, and why are social media against it?

The feature is not too hard to understand. Business models such as Facebook rely on advertising as their primary source of revenue. They collect data while you are on the app and across a range of other apps. Different apps can also collect data on you and then bid it away to social platforms. A profile is built on you by feeding that data to an algorithm and sending ads your way that you're likely to interact with, regenerating big bucks for the platform! App tracking is not too significant of a change for iOS users. Previously, a user was provided with the option to disable it through the settings. However, it remained concealed and unused by many. However, the new update displays a choice right in front of you, and you are unable to proceed until you choose an option.

Developers on the iOS platform geared towards collecting your data are now prohibited from doing so unless they ask permission from the user. This cannot be done in a sneaky way as the banner is the same for everyone! Once prompted, you are to select between two options, and if you choose not to allow the app to track you, the developer can no longer acquire or sell that data!

Google, too, relies on the advertising system for its business model. Reportedly, they are also working on bringing changes across its platforms and tools. Developers are now being notified and can view the changes. The update is motivated by Apple's idea and is geared towards a more private solution. Likewise, Apple is designed to cut down on data collection and sharing between third parties. However, not much is known of the mechanism Google will implement to overcome the issue.

• Also read: Getting sensitive ads in the middle of your browsing? Well, Google is out with a solution for you

Google says that they are able to protect their user's privacy and collect enough information to run targeted ads. Their primary reason is that the existing solutions are not catered for the users' needs. Google's resolution did not come easy on the competitors as the platform's privacy solutions are to serve its own needs! The platform is unwilling to release any internal data about the new features working. How much of the data will be collected, and how much will be sold to third party users to run targeted ads? All these remain unanswered, and the competition states that this is for Google's unfair advantage. Developers are working on the new privacy features by Google, and it will not be long before they are introduced across all its platforms.

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