Google has followed in the footsteps of Apple and will allow users of its Android operating system to opt-out of being tracked by advertisers.
The changes will be implemented later this year as a growing number of marketers and app developers are coming to terms with iOS 14.5 transparency changes.
Android users have previously been able to opt-out of targeted ads but developers could still access device IDs for ad targeting.
Now, Google plans to change all that by hiding device tags.
Google provided some information for developers on the changes to come:
“To help developers and ad/analytics service providers with compliance efforts and respect user choice, they will be able to receive notifications for opt-out preferences. Additionally, apps targeting Android 12 will need to declare a Google Play services normal permission in the manifest file. This Google Play services phased rollout will affect apps running on Android 12 devices starting late 2021 and will expand to affect apps running on devices that support Google Play in early 2022.”
Essentially, developers will be responsible for complying with Google’s new policy changes and those who continue to use a persistent ID (other than ad ID) will receive a policy violation.
Google hopes that the move will instil greater trust from consumers in its services.